Welcome, Guest
“One question fascinates us: What is our future and what role can each individual and team member play in it?
We are proud of what we have achieved so far. We have grown into a successful organisation with clear processes, procedures, KPIs, and reports in place that cover all aspects of the business. Today we supply most world-leading aluminum door and window manufacturers.
But we want to go further. We want to be future-proof.
That’s why we started a journey. Our destination: to make it clear why we are in business and how STA takes care of its employees and its customers.
Our journey started in the spring of 2022. A mixed team of STAans and external communications experts explored the boundaries of the STA brand. We peaked, poked, scratched beneath the surface, and analysed the essence of who we are and why we are doing what we are doing.
Today we share this with you.”
Eric Van der Bruel – Director General, December 2022
The essence is in the Why
Be it Carla, Jose, Manuel, or any employee at STA… We are all human and we aim to live a better life, for ourselves, our family, friends, colleagues, and customers. We have one thing in common: We are STA.
STA is about the people and what drives them. Marx was right about one thing: people are the most important asset in any organisation. This is at the heart and soul of everything we do. We work to have a better life. The key to a better life is in our hands but it is not always easy. The world around us is rapidly changing. We need to be agile – in our job and in our life. Working together, however, makes it easier to take care of each other. Working together motivates us to work harder, smarter, more creative, safer, more efficient, and more knowledgeable. Our dedication to this has no boundaries
Our logo – our brand hero, the caravel
The STA logo consists of a stylised word mark and a simple icon inspired by the double lateen sails of our brand hero: the caravel.
In the caravel, we precisely found this passion and obsession to go the extra mile toward the next and better solution.
From its origins in the 13th century as a humble coastal fishing boat, this ship became the pioneer that sailed around Africa and crossed the Atlantic in the 15th century. Because the land trade routes with the east were compromised the Portuguese had to navigate around the African continent.
Its chief claims to fame lay in its capacity for remarkable speed and its lateen sails allowing it to sail against prevailing winds from the north on the back journey – the same sails as represented in our logo.
What is more, famous explorers like Columbus, Vasco da Gama, and Bartolomeu Diaz relied heavily on this new ship for their success. This is pretty much who STA is: Humble, determined, able to transform technology to our needs and to sail against the wind. We are revered for our persistence and we-got-this spirit, our willingness to go beyond what is, and our remarkable speed. Just like the explorers in the old days could rely on the caravel, our customers can rely on us.
Our slogan: Beyond Boundaries
boundary
noun
UK / US /ˈbaʊn.dər.i
1. a real or imagined line that marks the edge or limit of something.
2. the limit of a subject or principle.
In the wake of the Reconquista, Portuguese sailors began exploring the coast of Africa and the Atlantic archipelagos in 1418–19.
To do this, they developed new ways of navigation and perfected maritime technology. Born out of necessity, they aimed to find a sea route to the source of the lucrative spice-trade.
They creatively combined old and new technology. They maximised resources and minimised costs. They were the underdogs against other powerful nations. They had to think out of the box to realise their ambitious goal. And despite the prejudices against the Portuguese, they were success-orientated and had a strong team spirit. This spirit kick-started the whole Age of Discoveries.
These are just a few characteristics we have in common with our forefathers.
We also do more with less. We excel in inventing more efficient processes and procedures and continuously focus on productivity improvements, while reducing waste and cost. We continue where others stop.
Like these pioneers, we do not see boundaries, only opportunities.
