Star Building Systems Playbook & Visual Brand System
Building a solid strategic foundation for a top steel building brand
Star Building Systems works with leading builders and contractors to create custom-engineered steel building solutions. In order to stand out in a crowded category—and to clearly differentiate itself within the Cornerstone Building Brands portfolio—Star partnered with Bailey to update its brand positioning and bring it to life through a contemporary visual brand system.
Bailey conducted stakeholder interviews and in-depth consumer research to shape a comprehensive understanding of the brand and its target audience. The strategic playbook adapts those findings into actionable internal resources, including everything from attributes and external messaging to specific design considerations.
![star-capabilities-brochure-cover-solo@2x star-capabilities-brochure-cover-solo@2x](https://baileygp.com/wp-content/uploads/star-capabilities-brochure-cover-solo@2x.jpg)
![star-capabilities-brochure-spreads@2x Three photos showing the inside of the Star Building Systems company brochure enforcing the visual brand sysytem](https://baileygp.com/wp-content/uploads/star-capabilities-brochure-spreads@2x.jpg)
A fresh start for Star Building Systems
The Bailey design team brought the new Star positioning to life through a cutting-edge, modern visual system emphasizing dynamic motion to capture a sense of forward momentum inspired by the brand logo and value proposition: “empowering builders to advance their business.” The new system was applied throughout the playbook and across a range of supporting materials, including a builder kit containing product samples and promotional items.
![star-color-chart-brochure@2x Star Building Systems company brochure highlighting the visual brand system](https://baileygp.com/wp-content/uploads/star-color-chart-brochure@2x.jpg)
![star-builder-box-promotion@2x Star building systems brand kit](https://baileygp.com/wp-content/uploads/star-builder-box-promotion@2x.jpg)
![star-brand-guidelines@2x Power point templates for Star Building Systems enforcing the visual brand system](https://baileygp.com/wp-content/uploads/star-brand-guidelines@2x-1-scaled.jpg)