ภาพรวม

Refreshing brand graphic elements for a metal fasteners company

Overview

The project focused on updating the visual identity of a fastener and metal structures company that had gone unchanged for over 20 years. This lack of update had hurt its market position compared to newer, more innovative competitors. Research was conducted to identify key areas needing modernization. Then, the design system was completely redesigned, and a new style guide was created to ensure visual consistency. These improvements helped relaunch the brand and promote its products nationwide, strengthening its market presence.

Problem Statement

After reviewing the brand and having sessions with stakeholders and the marketing team, it was found that many products had outdated branding. Additionally, many packages were damaged and had unclear information. While competitor products stood out more and were easier to find on shelves, AmericaScrew's products did not catch the eye, making it harder for users to find what they needed. The outdated image and poor packaging made the brand less noticeable compared to its competitors.

Users looking for fastening products in stores want to easily find what they need on the shelves. With so many types of products available, it can be hard to find the right one. Clear branding and visible features are essential to help users quickly and easily make the right choice.

Goal

The goal was to create a design system and style guide to standardize all graphic elements. This included updating the brand's identity across all distribution platforms to strengthen its presence and consistency. Additionally, a standard for product placement on shelves was established, which improved visibility and made it easier for users to find what they needed quickly.

Ideation

The main concepts for the new brand identity were defined, highlighting five key principles: trust, security, commitment, quality, and innovation. The goal was for the products to stand out for their unique features and for the brand to show transparency to customers. In terms of the graphic style, the brand’s tradition was kept, but the logo and color palette were simplified to modernize the look and ensure consistency across all platforms.

Design

The style guide was created based on the established requirements. The logo was simplified, enhancing the brand’s eagle to make it more striking. The color palette was streamlined to highlight the main color. Specific icons were designed for each product division to categorize and showcase the brand's features. Other graphic elements were also developed, such as new company uniforms and packaging, to strengthen the brand’s visual identity.

Impact

The new brand updates had a big impact on the company. Brand visibility improved, leading to higher sales and new customers. Products were easier to identify because they were categorized by type, and the packaging design became more attractive, making it stand out from competitors.