Steel Dynamics

Case Study

A creative engagement lasting 20 years is almost unheard of these days. But the relationship Nichols has built with Steel Dynamics has never exactly fit the usual mold. An initial assignment for an annual report has grown into a true partnership built on trust that encompasses an ever-expanding range of projects.


Today, SDI has grown to become the fourth largest domestic steel producer and metals recyclers in the U.S. And Nichols’ responsibilities have grown right alongside them. In the 20 years we’ve been working together, we’ve produced just about every type of marketing piece imaginable for SDI, including annual reports, “How it’s Made” and employee orientation videos, sales collateral, employee magazines, trade-show exhibits and more – all while staying true to SDI’s brand, voice and vision. 


Nichols has been SDI’s partner through tremendous growth, changing leadership and industry unrest, all while creating a body of work that presents a clear and consistent story to customers, vendors, employees, the local community and the industry as a whole.