Brask Steel

Brask Steel rolls thin strip steel in central Sweden for companies that make blades, springs and wire. Its buyers knew the name, but the company had never advertised.

We chose two everyday objects made from its steel and photographed each one alone, floating against a dark to pale blue gradient: a silver paperclip and a double-edged razor blade. The campaign pairs each picture with a single line of text.

The two posters ran in industry magazines and at a steel fair in Düsseldorf, and they now open the company's website.