Six Stairs: From General Metalworks to London's Staircase Specialists

The challenge: good work, invisible specialty

VIG Metals grew from a small metalworks shop into a builder of high-end architectural projects, but the brand never caught up. It tried to be everything to everyone: gates, furniture, railings, staircases. The name said nothing about the work that mattered, and it competed on price instead of craft. The full story is on our Six Stairs case page.

The best projects and highest margins already came from custom staircases — and nothing about "VIG Metals" said so. To charge for craft, the business had to pick a lane and own it.

The strategy: one product, one audience, one name

Every rebrand at MakeSense starts with positioning. Six Stairs' is one sentence: "Architectural staircase design and fabrication specialists." It named the specialty — and the buyer: architects, interior designers, and luxury residential developers.

The strategy session also produced a harder decision: exit the low-margin lines. Gates, furniture, and general metalwork went out, with the marketing spread across them. A clear-named specialist could charge for craft, not compete on price.

The identity: drawn like an architectural plan

The new logo is two elements that work as one: a hexagonal logomark and a typographic wordmark, the wordmark able to stand alone. The mark comes from architectural drawings and stair geometry — precise and technical. The palette is restrained: deep burgundy, black, and white.

Typography follows the same rule: precision and clarity first. The system was built for where architects actually look — the portfolio, the technical documents, the proposals — and the photography shows craftsmanship details.

The rollout: website, trade show, and the full kit

The website was rebuilt around the portfolio: case studies with technical specifications, an architect resource library with CAD files and spec sheets, a materials gallery, and an inquiry system — optimised for "bespoke staircases London" — selling to architects in their own language: drawings, dimensions, materials, not adjectives.

Marketing followed the same logic: a go-to-market plan, a trade show presence, architect and designer outreach, and a documentation system that turns every finished staircase into portfolio material. The brand book tied it together — signage, proposals, technical documents, social media for the design community — with three months of post-launch support.

The case page reports a 132% rise in return on marketing investment, higher project values, and a move from price competition to value-based selling. Gali, the founder, puts it plainly: "We were doing good work, but our brand made us look like we were still working out of a garage. The rebrand didn't just change our name and look — it gave us permission to focus and charge what we're actually worth."

Where they are now

Today, sixstairs.com presents a turnkey staircase company in London: free consultation, cost estimate, and measurement by a professional engineer, 3D design before production, certified materials, licensed specialists only. Staircases are built in solid hardwood and stone, with quality proven by 10 years of experience. The London showroom shows the work, and it is shared on Instagram at @six.stairs.london.

What a generalist founder can take from this

• Pick a lane before you polish the logo. The best work and highest margins already came from staircases — the rebrand just made the brand say so.
• A name is a positioning decision, not a decoration. Six Stairs came out of 30+ options because it names the specialty and the buyer in two words. More in our guide to brand naming mistakes.
• Focus is what makes marketing affordable. One product, one audience, one message — and a sales team that says the brand sells before they present.

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