On January 3, 2024, Hyundai Steelpipe officially launched as a new corporation independent from Hyundai Steel, aiming to strengthen its expertise in the steel pipe industry. Before accelerating its growth in global markets, Hyundai Steelpipe aims to build a stable operating foundation. This strategic separation allows it to respond quickly to business opportunities and to expand not only into industries with growing demand, such as the US energy sector, but also into new markets such as offshore wind infrastructure. Through its collaboration with Saltcake, Hyundai Steelpipe set out to reflect its ambitions and strengths on a digital platform as it begins a new chapter.

Case Intelligence Summary

Pain Points

A newly spun-off company faced the need for an independent identity and a short timeline at the same time.

Separated from Hyundai Steel in early 2024, Hyundai Steelpipe faced a new, independent identity and a short schedule at the same time. It needed a customer experience that kept its long experience and expertise in supplying steel pipes essential to automotive, energy and infrastructure, while conveying new ambitions as an independent company. To take its place as an independent player in a fiercely competitive global market, it also needed its own voice online. And before accelerating global growth, it had to open a polished official website within a limited time.

Strategic Lens

We built a storytelling CX that speaks of long-standing expertise and a new vision together.

To position Hyundai Steelpipe as an independent global leader, we set a storytelling-led CX strategy that draws on its long history while emphasizing its future vision. We targeted decision-makers across industries who value reliability, innovation and sustainability, and considered a broad audience from automotive and energy B2B customers to investors and other stakeholders. Carried into the UI/UX, this meant a clear menu structure and clean layouts that reduce cognitive load. Key information such as the product catalog, ESG efforts and safety and environmental standards was placed so anyone can find it easily.

Creative Approach

“Connecting the world, cultivating the future”: we designed a digital voice and an industrial aesthetic.

To give the new identity its digital voice, we proposed the tagline “Connecting the world, cultivating the future” as the site's core message. The tagline and UX writing tie the product lines to one vision, keeping an ambitious yet professional tone from the home page to product details and company information so it resonates across cultures and industries. Visually, a bold hero area leads with performance KPIs, and angular, structured product imagery — instead of the usual round pipes — conveys that the products are the foundation of infrastructure. Keeping the brand's main colors and adding soft metallic accents completed a future-facing industrial aesthetic.

Delivered Experience

Agile sprints delivered the official website within a tight schedule.

To meet the tight schedule we chose an agile approach, working closely with Hyundai Steelpipe's in-house team and adjusting content, design and features quickly through daily meetings and sprints. As a result, the urgently needed official website opened on July 1, 2024 without compromising quality. ESG, a differentiator in global competition, got its own section so visitors can easily find sustainability goals, carbon reduction and community activities, with an earth-tone palette, concise icons and data visualization emphasizing transparency and trust. The platform establishes a new identity while reaffirming the company's heritage as a reliable global supplier, laying the foundation for growth.