The strategy was first to position Structural Steel as the premier sustainable material for building construction. Second, to establish AISC as a thought leader in sustainability and a trusted partner for architects countering years of misinformation from structural wood. The goal: create a momentum, story, and confidence in steel that has been missing.
- Research + Discovery
- Strategy and Positioning
- Advertising
- Media Strategy and Planning
- Social and Email Campaigns
- AEO/SEO
Steel industry needs to do a better job of dispelling the myths about structural wood. It’s not as clean as the manufacturers make it sound. You give up a lot too, square footage, limited stories.
Bold Approach
Wood and Concrete built a story, told it loudly, and repeated it until it became what architects believed to be the truth. Structural Steel had the legacy, the performance, and decades of AISC’s education behind it, but no story or counter to the myths.
Ganton built a strategy and messaging framework designed to do two things at once, first: dismantle the myths around steel’s environmental impact, strength, aesthetics, and fire performance with hard truths and second: reignite the emotional, aspirational pull of steel as the structural material of choice behind the world’s most iconic buildings.
Rather than playing defense, the approach positioned AISC on offense—as the confident, credible voice architects turn to, backed by over a century of authority in steel design and construction.
Don’t say Recyclable
show it happening
Not one, but two Campaigns
that answer each other and
show the 360° lifecycle of steel
Results
Overwhelmingly positive feedback to the campaign that launched in September, 2026 more results to follow.