Selection Steel came to Kick looking for a website redesign for their painted steel product, UniCote®. UniCote® competes directly with Bluescope's Colorbond but offers a wider range of colours and patterns and is especially suitable for coastal and extreme locations. The existing website wasn’t user-friendly and didn’t do its job of communicating the superior features and advantages of UniCote®. Before we could go ahead with the website redesign, our team identified larger structural challenges within the business that needed addressing to get the outcome the client wanted.
We launched in with a brand workshop with the Selection Steel team, as we recognised that a complete brand architecture restructure was needed to best present their product offerings. Through this process the client learned a lot about their own business that we were able to help them use to elevate their messaging to market as well as make their website the best it can be. We positioned Selection Steel as the parent company and created a stand-alone brand identity for UniCote®, highlighting its superiority compared to its competitor. UniCote®was differentiated into four distinct ranges: Select, Coastal, Extreme, and Lux, each with clear explanations of their purposes, benefits, and impressive colour and pattern options. The approach is future-proof, ready for new ranges and collections to be added.Kick repositioned Unicote as a stylish and proven option, appealing to architects and builders seeking unique products to make their designs and clients' buildings stand out. We supported renaming the product ranges and refreshed the logos to align with the brand's new positioning. Finally, we designed a user-friendly website layout to effectively communicate Unicote's exceptional product.