The Heart of Steel

The brainchild of Sheffield based sculpture artist Steve Mehdi, the Heart of Steel was created in 2015 as a monument to the industrial steel-working history of the city. A few years later the sculpture was gifted to the British Heart Foundation, becoming a landmark fundraising campaign.

I was chosen to lead the redesign of the Heart of Steel branding, as well as the development of the advertising campaign. I created a custom Heart of Steel logo based on the unique forms of the sculptures design, and this became the framework for the creative expression.