Six Stairs

The Challenge

VIG Metals had grown from a small metalworks operation into a company capable of high-end architectural projects. But they were stuck trying to be everything to everyone — manufacturing gates, furniture, railings, and staircases.The business had evolved, but the brand hadn't.

They faced critical challenges:

Generic name (VIG Metals) didn't communicate their specialty or premium positioning
Trying to serve too many markets diluted their expertise and appeal
Competing on price rather than craftsmanship and design
Missing opportunities with architects and high-end residential clients
Marketing spread too thin across multiple product categories
Brand didn't reflect the quality and precision of their best work

✅ Their best projects and highest margins came from custom architectural staircases — but nothing about "VIG Metals" communicated that expertise. To attract premium clients and command higher prices, they needed to pick a lane and own it.

Our Approach

We partnered with Six Stairs (formerly VIG Metals) through our Full Launch Partnership, completely repositioning them from generalist metalworks to premium staircase specialists.

What we created

Strategic Repositioning

• Business strategy session: identifying core strength (architectural staircases)

• Decision to exit low-margin product lines (gates, furniture, general metalwork)

• Competitive analysis of premium staircase market in UK

• Target audience shift: architects, interior designers, luxury residential developers

• Brand positioning: "Architectural staircase design and fabrication specialists"

Brand Naming

• Strategic naming process exploring 30+ options

• Final name: Six Stairs (referencing standard floor-to-floor stair count)

• Name communicates: specialty, precision, architectural focus

• Memorable and ownable in the market

• Domain acquisition and trademark strategy

Content Strategy

• Strategic naming process exploring 30+ options

• Final name: Six Stairs (referencing standard floor-to-floor stair count)

• Name communicates: specialty, precision, architectural focus

• Memorable and ownable in the market

• Domain acquisition and trademark strategy

Visual Identity

• Complete brand redesign reflecting precision and craftsmanship

• Logo system inspired by architectural drawings and stair geometry

• Refined color palette: sophisticated, premium, technical

• Typography emphasizing precision and clarity

• Photography art direction showcasing craftsmanship details

• Marketing collateral for architect/designer outreach

Website Rebuild

• Full website redesign focused on portfolio showcase

• Project case studies with technical specifications

• Architect resource library (CAD files, spec sheets)

• Materials and finishes gallery

• Inquiry system for project quotes

• SEO optimization for "bespoke staircases London" and related terms

Marketing Strategy

• Go-to-market plan for premium positioning

• Trade show presence strategy

• Architect/designer outreach program

• Content strategy showcasing expertise

• Project documentation system for portfolio building

Brand Guidelines & Support

• Comprehensive brand book

• Showroom signage specifications

• Project proposal templates

• Technical specification documents

• Social media strategy focused on design community

• 3 months post-launch strategic support

Timeline: 10 weeks

From kickoff

To launch

Premium Positioning Across All Touchpoints

From generic metalworks to recognized staircase specialists — a brand that attracts architects and commands premium pricing.

Logo evolution (VIG Metals → Six Stairs)
Website before/after
Portfolio presentation
Trade show booth
Technical specification sheets
Project proposal examples
Showroom signage
Instagram feed showcasing projects
Business cards and stationery

Transformation Impact

The decision to narrow focus from "everything metal" to "architectural staircases only" — backed by strategic naming and premium brand positioning — unlocked growth that had been impossible as a generalist.

Key Metric

+132% Return on Marketing Investment (ROMI)

Market Position

Recognized as premium staircase specialists in London market
Attracting dream clients (luxury residential, high-end commercial)
Differentiated from generic metal fabricators
Built reputation in architectural community
Created scalable, focused business model

Business Impact

Average project value increased significantly
Now working with top architecture firms in London
Featured in design publications and industry awards
Shifted from price competition to value-based selling
Reduced marketing costs by focusing on single product category
Improved profit margins on every project
Sales team: "The rebrand sells for us before we even present"

Founder testimonial

"We were doing good work, but our brand made us look like we were still working out of a garage. Trying to be everything to everyone meant we were nothing special to anyone. The rebrand didn't just change our name and look — it gave us permission to focus and charge what we're actually worth. Our ROMI increased 132%, and we're now working with clients we could only dream of before. The hardest part was saying no to gates and furniture. The best part? We don't compete on price anymore — we compete on craftsmanship."‍

— Gali

Founder of Six Stairs

Follow their journey @six_stairs

Six Stairs: How Strategic Renaming and Niche Focus Increased ROMI by 132