The Challenge
Smekab Citylife has been developing durable products for public spaces since 1961, from railings and barriers to bicycle stands and park furniture. With hot-dip galvanised steel at the core of the offer, sustainability and longevity have always been built into the business. But despite decades of expertise, Smekab Citylife was still perceived primarily as a supplier. The ambition was to change that. Our task was to create a new positioning and brand platform that could move the company from passive supplier to active partner, expert and advisor – with a stronger voice in the development of sustainable urban environments.

The Solution
The transformation began with the platform “One Step Ahead” and a new position built around their expertise. But before taking the message to the market, we started from within. Through workshops and team-building initiatives, more than 100 employees were brought into the new direction and encouraged to see themselves as experts within their own fields. Step by step, the positioning became part of the company culture.

In 2025, the platform evolved further with the communication concept “For Generations”, supported by PR initiatives designed to establish Smekab Citylife as a stronger voice in urban development. A collaboration with Stiftelsen Tryggare Sverige and participation at Almedalen 2025, under the theme “Can we build our way out of gang crime?”, placed the brand in conversations far beyond its traditional role. From supplier to expert partner and the journey is only just beginning.