Physical Security

New brand and website

by Mark Rowe

Metador, the security steel door manufacturer, is launching its new brand and website.

Based in Middlesbrough, Metador is a family run business built over the last 13 years, and with experience in the security industry spanning over 25 years. The company’s previous projects include the Houses of Parliament.

To update their image, Metador drops its previous prefix ‘Britannia’, retaining only Metador as its standalone identity. Better, a Teesside based branding and marketing agency, set out to get under the skin of the firm, internally and externally. They identified the ‘who, what and how’ of the business, to determine how these should form a new brand position.

Their process, 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 says of Metador’s rebrand: “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.”

Metador has also launched a new website, adding to their digital offering and streamlining usability for their customers. With various touch points across the site, users can ‘walk through’ their choices, selecting specifications 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.”

After recently enjoying a record month, Metador have also become members of Secured by Design, the flagship UK police initiative to help ‘design out’ crime through the use of approved products and processes. This adds to a number of other certifications such as LPS 1175 from RedBook Live. Visit the website: www.metador.com.

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