So, how exactly do we re-invent the entire customer-facing experience of a company that's survived for 40 years with a very focused business but a diluted brand?
Step 1: Create a clean slate; nothing but the corporation's legal name had to stay.
Step 2: Listen and observe; we knew the heart of the brand was in there somewhere, it was just buried under layers of tactical marketing mis-steps.
Step 3: Solve the problem in a way that's fresh and yet so true to the brand that even die-hard old timers smile; create something people want to be a part of and sell.
And yes, we did change just about everything: Brand identity. Product names. Corporate messaging. Product value propositions and support. Color and material palettes. Application typicals. Product cross-selling. Building signage. Trucks. Corporate jet. Sales literature. Price books. Product binders. Business cards. Showroom design. Packaging. Forms. Tradeshow experience. Advertising. Publicity. Web architecture and design. Even the CEO's glasses (they're called UFG's…but that's a whole other story).
After decades not knowing who they were, the end result is a forty-year-old company with a brand new brand, ready to reach a new level of success.
Trendwho? Well, we kept the name.