A distinctly Kiwi yarn revealing how rugby league camaraderie and family spirit forged one of New Zealand's most enduring steel construction companies.
D&H Steel Construction's 50th anniversary book "A League of Their Own" celebrates a uniquely New Zealand story rooted in rugby league culture and mateship. The title reflects founder Bob Haddon's approach to building his team with rugby league contemporaries, creating a company culture that blended sporting camaraderie with industrial expertise. The design brief called for a publication with character that would read like a yarn—lively, bold, and authentically Kiwi. A friendly serif typeface sets an approachable tone while varied color schemes guide readers through different eras of the company's evolution, with each section anchored by powerful imagery.
The photo essay completed for the book maximized D&H Steel's impressive Henderson facility, combining composed and observational portraits across the industrial landscape—from office spaces to vast workshops and loading areas. Staff portraits are positioned as heroes throughout the book, working alongside precious archival material that chronicles five decades of growth. Close-up details of machinery, welding, and steel work add texture and scale variation, while pull-quotes scattered across spreads bring a personal, conversational tone that makes the technical story accessible and engaging.
The publication successfully captures D&H's unique family culture through visual storytelling that balances industrial achievement with human connection. By weaving together personal memories, archival treasures, and contemporary industrial photography, the design creates more than a corporate anniversary piece – it becomes a genuine celebration of how rugby league values of teamwork, resilience, and loyalty translated into industry leadership. The result is a lively, characterful document that positions D&H as both an industry innovator and a distinctly Kiwi success story built on strong relationships and shared values.
Writer: Lisa van Beurden
Photographer: Gareth Moon
Photographer: Gareth Moon
