Hayes Metals
Overview
Hayes Metals has been in the business of metal recycling since 1927. Four generations of family ownership, a workforce that spans decades, and a reputation forged through consistent, honest service. The business had outgrown its brand – a company operating at that level, with that kind of legacy, deserved an identity that could keep up.
Brand
We started with brand positioning: getting clear on who Hayes Metals really are, what sets them apart, and how to articulate that with confidence. In a market where competitors lead on price and volume, Hayes leads on relationships, transparency, and a genuine commitment to quality. "Forged by reputation since 1927" wasn't just a tagline we landed on – it was the truth, finally said out loud.
With the positioning locked in, we refreshed the identity. The result is a brand that carries the weight of its history without feeling stuck in it. Clean, considered, and built to hold up across everything from stationery to a truck doing laps of the motorway.
We developed a suite of custom iconography that gave the brand a consistent visual language across all touchpoints. Illustration also played a role, adding character and warmth to a category that tends to default to stock photos of hard hats and hi-vis. It gave Hayes Metals a way to communicate their story with personality, not just product shots.
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