| Service: | Strategic Brand Development |
| Client: | BETA MAX Hoists |
Define the BETA MAX Hoists brand identity as it exists today, after 35 years in business, providing a detailed, high-level direction for brand communication in every medium, both internally and externally.
Dive deep into what and who BETA MAX Hoists is today and where the organization wants to go through a SWOT analysis.
Define the overall Brand Promise - Lift Higher. These words encompass exactly what they do in every way: Lift materials, lift efficiency, lift safety, and lift profits.
Define the Key Messages that define BETA MAX Hoists’ successes in the past, present and future: Trustworthy, Dynamic, and Smart. These brand characteristics will define the tone of voice connected to BETA MAX Hoists.
Refresh the logo to convey the brand promise. Gone is the hook “BETA MAX Hoists are more than hooks,” with a new focus on ‘MAX’ connected to BETA and Hoists with a design element that points upward and can also be seen as the perspective of a high-rise building, where the hoists are used.
Refresh the brand colors, maintaining the longstanding color green as primary and complementing it with colors common in the products and at construction sites
- MAX Green, BETA Aluminum, SIGN Yellow, and White.
Refresh typography to convey tall or vertical work - Gotham Narrow for Headlines, Verdana for body copy.
Define photography and imagery direction to only share ‘top-down’ images of the product on job sites. This perspective showcases where BETA MAX Hoists live and how the systems take materials, equipment, and personnel from point A on the ground to point B, high above, in a dramatic, memorable visual.
Define the desired manner in which the brand should be conveyed in a wide variety of business communication materials and scenarios, with examples of right and wrong uses of each.
Develop a quick-reference, one-pager Brand Visual Identity (BVI) guide for all employees to reference, ensuring brand consistency in all communications.
