Metador strengthens their brand

Published:  12 October, 2017

Metador has launched its new brand and website after a move to further solidify its position within the steel door market.

Based in Middlesbrough, the family run business built from the ground up over the last 13 years, and with experience in the security industry spanning over 25 years. The company has had been involved with previous projects like the Houses of Parliament, their status is unrivalled.

In a bid to clarify and update their image, Metador drops its previous prefix ‘Britannia’, retaining only Metador forward as its strong, simple, standalone identity. Evolving its operation to the next level, with the first step being a comprehensive rebranding process, they hope to take the reins and strengthen their reputation as the obvious choice in the market for steel security doors.

Their process, aptly named BetterBrandBuilder, meant that Metador’s new branding was created from the inside out. A fresh brand story was defined, built upon a clear point of difference and supported by a clear brand vision, set of values, an archetype and new strapline.

John Taylor, Creative Director at Better said: “Our findings told us that Metador are all about strength. Strong products and strong principles. This knowledge allowed us to bring their solid new identity to life, creating a truly unique, authentic and compelling brand, both verbally and visually.”

Alongside the new brand, Metador has also launched a completely new website, strengthening their digital offering and streamlining usability for their customers, making its journey to purchase much easier. With various touch points across the site, users can walk through their choices simply, selecting every specification of their security door, including colour.

Simon Evershed, Managing Director at Metador said: “Our new branding undeniably captures the core values of the business, precisely pinpointing our strength and reputation in the global steel security door market.

“Without a doubt, everything from the logo to the brand language to the way our customers can access information on our range of products, truly sets us apart from other players in our space. We’re proud of who we are and the strength and quality of our doors, now we have a brand that we can be equally proud of.”

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