Digital brand book for Severstal
D. Poyarkov
head of csr and brand department
We would like to express our gratitude to the company «Only» (JSC «Only») for the high level of competence in the development and support of the Severstal career site.
Design of a digital brand book with an atomic design system for scaling the company’s digital products
D. Poyarkov
head of csr and brand department
We would like to express our gratitude to the company «Only» (JSC «Only») for the high level of competence in the development and support of the Severstal career site.
Severstal is a leading manufacturer of steel products and a leader in the metallurgy of the future
Tasks
1. Create a digital brand book with an atomic approach based on the offline brand book.
2. Ensure a unified visual style across client digital products.
3. Simplify brand book use for all teams.
4. Ensure scalability and flexibility for project types: corporate and informational websites, marketplaces and e-commerce, and promotional projects.
Digital brand book
To maintain a strong and recognizable brand in a rapidly growing digital environment, we created a unified, scalable system that encompasses atoms, molecules, and organisms.
Visual solutions
The visual system is built on Severstal’s brand book—graphics, patterns, icons, and a corporate palette. We adapted it for digital: we reviewed the color balance, clarified the layout rules, and established a logic for combinations.
Blue became the accent color, and white became the base color for backgrounds. Additional shades of blue, gray, and red are used for buttons, graphics, and status icons. The result is an expressive, functional, and flexible system that preserves the corporate style in any digital format.
Balance of service and creativity
Particular attention is paid to tools for maintaining page balance, which work equally well for presenting large volumes of information and for promoting products and services.
Result
Through close collaboration and coordination with Landor & Fitch, we created a digital brand book that can be easily scaled to all types of Severstal websites—from corporate to promotional and service sites. The final digital brand book became part of a larger corporate design system, integrating ready-made user interface components and digital identity, ensuring the brand’s identity is maintained across all the company’s digital projects.
