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  • Geoff Campbell

Case Study: GFG Alliance and InfraBuild – Brand and Content Strategy and Delivery

Updated: Nov 18, 2022

Key Information

  • TCP was engaged to craft and execute a brand strategy to reposition InfraBuild as a thought leader and customer-focused major supplier of steel

  • TCP developed an understanding of the complex steel value chain, from manufacturing and recycling to end-use customers

  • TCP won the respect and trust of key customers and built strong relationships with senior internal stakeholders

Following its acquisition of Arrium, GFG Alliance embarked on the challenge of rebranding and reenergising its steel manufacturing, distribution, recycling, mining and resources, sustainable energy and property businesses in Australia. The new brands include LIBERTY, InfraBuild, SIMEC and JAHAMA.

"The rebrand is considered a success story, largely thanks to the work delivered by The Content Professionals.”

— Andrew Dibley, Head of Digital, Branding & Customer Experience, InfraBuild/GFG Alliance

The Content Professionals were engaged to help craft and execute a brand strategy to reposition InfraBuild as a thought leader and customer-focused major supplier of steel to the competitive construction, manufacturing, agriculture and resources sectors. TCP delivered an extensive body of insightful and engaging content to build awareness and understanding of the brand and deepen relationships with customers, stakeholders and the wider value chain. This helped deliver real and measurable benefits across the businesses' communications output.

SCOPE: Brand Strategy, Content, Marketing Services.

Our primary scope was to develop and operationalise InfraBuild's brand and content marketing strategy to launch the new brand and transition it from an old-school market-leader to a modern, customer-centric thought-leader and innovator. This included:​

  • Brand and content marketing strategy

  • Content planning, creation, development and deployment, including video, infographic, motion graphic, case study and thought leadership across web, social and email newsletter platforms

  • Print brochures, reports, catalogues, design and publishing

  • Presentations, webinars, signage, exhibition stand design, event management

  • Digital and print advertising creative and design​​

CHALLENGES: Transform a century-old market leader to a customer focused thought-leader.

SOLUTIONS: Brand and content strategy and execution


"GFG Alliance has utilised the services of The Content Professionals for several years to assist with the delivery of brand marketing strategy, technical and digital content along with design work, all of which have been critical to the success of the InfraBuild brand nationally following the rebrand of OneSteel to InfraBuild. Their strategic approach to branded and technical content, their ability to partner meaningfully and seamlessly with our people, coupled with a customer-centric focus, and an ability to extract meaningful insights are capabilities that have delivered real and measurable benefits to the InfraBuild brand. The rebrand to InfraBuild from OneSteel is considered a success story across our organisation, thanks to the contributions made by The Content Professionals."

— Andrew Dibley, Head of Digital, Branding & Customer Experience, InfraBuild/GFG Alliance

"I highly recommend Geoff and his company, the Content Professionals, to any business requiring strategic brand development and content delivery expertise. I have worked with Geoff for over five years and, in the last three years, engaged him and the Content Professionals to play a lead role in the development of the brand strategy for GFG Alliance’s Australian businesses, including InfraBuild. The Content Professionals team followed through on that brand strategy by delivering extensive engaging brand, content and marketing solutions across multiple channels including digital, social and print and events to showcase the work of GFG Alliance businesses.

Geoff is a highly experienced brand strategist and content professional. His ability to connect and develop break-through strategy and content is underpinned by his and his team’s ability to develop an expert understanding of our business, our strategic challenges and our customers’ priorities, building close relationships with and winning the respect and trust of many of our key stakeholders. As a result, they have become an integral part of our team.

The Content Professionals’ strategic approach, professional experience and creativity as well as their capacity to scale up with expert resources, have been invaluable as we have rebranded and refocused our businesses. Their ability to develop strategic, engaging and creative executions, and manage complex workflows across multiple platforms, channels and stakeholders has enabled us to elevate the GFG Alliance brands to become key thought-leaders in our industries."

— Sally Eagleton, General Manager Marketing, GFG Alliance

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