the vtc brand story In 1969, VTC stepped into business with a fleet of trucks for transporting goods. cranes were added next to off-load goods from railway sidings, which was transported by a fleet to the stockyards. VTC plays a pivotal role by acting as an intermediary between the producer and customer in the steel supply chain. In 2013, VTC is one of north india’s largest player in the end-to-end steel supply chain network. From transportation & logistics, warehousing, clearing & forwarding to consignment projects, they do everything but manufacture steel. Their other businesses include steel retail, education, hospitality, infrastructure and entertainment. the brief Akshay Verma (Managing Director) shared his vision for the group, which was now of a scale where it needed to manage its brand actively and professionally to prepare for the future. As a first step, VTC appointed H Degree in the summer of 2010 to develop the brand story. we had to create the new corporate logo, website, corporate presentation, brochure and literature for the brand. research We commenced work with an extensive research study to understand what Akshay had talked about during our first meeting. We focused our energy on structuring and segregating the brands to develop an-easy-to-understand corporate architecture. The various brands under the group umbrella were put in perspective from a communication standpoint. Until now, the group had been commonly perceived as a transport company, with a wide variety of operations. Our research quickly revealed that beyond a small group of customers and Akshay who knew the group well, there was either ignorance or misunderstanding of what the VTC group is, how it has grown and what it does. We worked closely with Akshay and his team to conceive the story of integration which elucidates the group’s journey. By segregating the businesses under logistics, warehousing, steel retail & distribution, hospitality, education, infrastructure and entertainment, we created a communicative brand voice. The new brand story gives the group a comprehensible voice. the rational behind the new brand is expressed by the phrase ‘solid thinking. driving change’. The new brandmark (logo) presents modernity and international potential of the group’s business as well as the simplicity of the integrated model. Brandmark Stationery Corporate group info-graphic full size info-graphic: http://vtcgroup.in/images/media/corporate_brochure.pdf Website visit the website.