ColorCote unveils new brand identity via Augusto

Leading pre-painted steel brand ColorCote has launched a bold new brand identity, delivered in close partnership with award-winning creative agency Augusto—the lead strategic and creative partner on the project, and part of the broader UFO Rodeo collective.

The rebrand signals a decisive evolution in ColorCote’s positioning, designed to better resonate with a new generation of architects, specifiers, and design-conscious builders.

Augusto secured the account following a highly competitive pitch process involving two other top-tier agencies. Their vision stood out for its strategic depth, conceptual clarity, and bold creative leadership. From brand strategy and design to campaign direction and rollout planning, Augusto led an integrated team drawing on talent from across UFO Rodeo’s collective of specialist brands.

At the heart of the new brand is a confident new tagline: “Steel Made Better”, a simple, assertive line that speaks to ColorCote’s unique technical credibility, enduring quality, and commitment to excellence. Supporting this is a fresh tone of voice and standout messaging, including the pointed line: “There’s no such thing as coloured steel. It’s all colour coated.” This campaign sentiment reframes the product category on ColorCote’s terms, cementing its market leadership while educating and engaging specifiers, partners, and end users alike.

ColorCote General Manager Kylie Henderson played a vital role throughout the process, partnering closely with Augusto and the wider team to bring the new vision to life.

“After a decade with our previous identity, it was time for ColorCote to evolve,” says Henderson. “This brand refresh, brought to life by the talented team at UFO Rodeo, reflects the sophistication and confidence of the new era we’re stepping into. It’s more than a visual update, it’s a bold statement about who we are today and where we’re headed. We’re incredibly proud of the result.”

The brand rollout includes a new visual system, revamped trade tools, and an architectural-focused communications strategy, with campaign and content executions set to launch throughout 2025. Importantly, the social strategy is being executed by Corner Store, another UFO Rodeo brand, ensuring consistency and momentum across channels while reflecting the group’s collaborative, borderless model.

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