Aço Cearense An institutional digital platform for a steel group operating at national scale
THE BRAND
With more than 45 years of activity and founded in 1984, Grupo Aço Cearense is one of the most solid references in the Brazilian steel sector. The group operates in three states — Ceará, Pará and Tocantins — and brings together under the same structure four complementary fronts: Aço Cearense Comercial e Industrial, SINOBRAS (long steel production in Marabá/PA), SINOBRAS Florestal (eucalyptus cultivation for bioenergy reducing agents) and Instituto Aço Cearense, the group's social arm.
THE CHALLENGE
A steel group with multiple companies, an extensive portfolio and distinct audiences (construction firms, industries, resellers, distributors, job candidates, journalists, investors) poses a rare balancing equation: architectural clarity without losing information density, technical performance without compromising visual richness, and integration with legacy corporate systems without fragmenting the user experience.
The project required an answer on three simultaneous fronts:
Organising institutional complexity — four brands, five product categories, dozens of SKUs, a segmented technical blog, a press area, sustainability, awards and compliance reports (LGPD and the Equal Pay Act).
Accelerating the B2B commercial journey — online quotes with a response within 48 hours, a downloadable digital catalogue, shortcuts to the client portal and the regional online store.
Connecting the site to the corporate ecosystem — SAP, Salesforce, the HR platform (LG Lugar de Gente), marketing automation (RD Station), Google Tag Manager, a multi-language environment (PT/EN) and a WhatsApp Business channel.
THE ELLEVEN SOLUTION
Elleven built the platform to measure:
Multi-brand information architecture. The site centralises the group's four companies in a single, consistent navigation, each with its own institutional page, preserved visual identity and specific narrative. The solution addresses a classic problem for industrial holdings: giving individual visibility to the brands without diluting the strength of the group.
A digital catalogue structured by category. The five product lines were modelled as custom post types in WordPress, allowing filters by application, a standardised technical sheet, compliance with standards (such as NBR 7480:2024 for the SI50 rebar) and direct integration with the quote module. Each product has its own route, schema markup and dedicated CTA.
An online quote system with a 48-hour SLA. A smart form integrated with the group's commercial flow, with automatic routing by product line and response-time confirmation sent straight to the client — replacing the traditional phone-and-email quoting model with a traceable digital journey.
A technical content hub. A blog structured around the sector's strategic themes (Inventory Management, ABC Curve, Steel Wholesale, Starting a Business), with its own taxonomies, an institutional news page kept separate from the technical section and integration with the lead capture platform.
End-to-end corporate integrations. The site operates as an access hub for the group's entire digital ecosystem: SAP — an Easy Invoice module for reissuing payment slips. Salesforce Community Cloud — the Client Portal for order management. LG Lugar de Gente — the Careers Portal for attraction and selection. TranslatePress — a PT/EN multi-language version with independent SEO per language. Google Tag Manager — a unified tagging layer for BI, media and conversion. WhatsApp Business — a direct service channel integrated into the header and footer.
Compliance and governance. A complete structure to meet the LGPD (privacy policy, cookie policy, consent banner) and the Equal Pay Act, with organised publication of the Transparency and Equal Pay Reports for every company in the group (ACC, SNB, ACI, FLO) by half-year — a relevant differentiator for institutional reputation and relations with regulators.
