ArcelorMittal is the largest steel company in the world. When we got under the skin of the company, we realised it is also one of the most entrepreneurial companies we’ve ever worked with. Its culture, ethos, leadership - everything about it embodied the behaviours of an archetypal challenger brand.

The problem they came to us with was an unusual one: now they’d become the industry leader, what next?  

Our challenge was to help the conglomerate reposition itself online for the 21st century market, reinvigorating its brand mission of ‘inventing smarter steels for a better world.’ As part of this, we needed to retire the outdated Sitecore CMS platform and re-engineer the entire web estate onto Umbraco.



Data analytics revealed that compelling future-focussed stories were siloed off into sections that few people visited, which led to a fragmented user experience that was difficult for users to navigate and near impossible for CMS editors to manage. 

We needed to reimagine ArcelorMittal’s digital experience from the ground up. What we agreed was an experience with six pillars, all building ‘inventing smarter steels for a better world’, the core narrative.

Using Umbraco 8, we improved the content editing experience, leveraging the latest version’s infinite editing and clipboard functionality to make content entry as simple as possible. The result, is a modern, future-proofed website with rich, informative hero content.



Launched this February, the website has already received extremely positive internal feedback. We look forward to working closely with the ArcelorMittal team to continuously optimise the site and prioritise recommendations for the next phase of work.

“Rebuilding our corporate website was always going to be a big task. I’m happy to say that working with RY helped us to focus on what mattered. We’re very happy with the result: a versatile back office with a fantastic user experience that’s tangibly moved our visual identity forward into the 21stcentury.” - Ian Louden, Head of Brand 

See the website here

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