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Launching a New Product, a New BrandDalco Metals, a leading steel processor located in Southeastern Wisconsin, serves steel fabricators and OEMs throughout the Midwest with its mix of advanced processing capabilities, customer service and quality.

When Dalco Metals commissioned a ground-breaking piece of equipment that would provide companies with a way to stretch and level large pieces of uncoiled steel to exacting specifications, they hired Ady Advantage for some equally ground-breaking creative and marketing support.

During the research phase, it became clear that in addition to launching this new piece of equipment, thecompany’s overall marketing and branding needing a retooling and re-launch. In response, Ady Advantage developed the original positioning, branding, and marketing plan for the product launch and Dalco’soverall brand. This included: logo branding, website redesign and sales literature. Ady Advantage directed photography inside the plant to gather impressive visual content for all marketing materials, including a new cut sheet to introduce the Stretcher Leveler.

Ady Advantage originally worked with Dalco on their branding and website. Later, when Dalco added the Stretcher-Leveler, Ady Advantage was brought in to promote the new piece of equipment and along with it, refresh the website.