1. Toyota, branding, & bouncing back.
  2. Things we like to do: Information design.
  3. Does your strategy include your dealers?
  4. ideabook 2010
  5. A signature line.
  6. Facilitating retail success.
  7. Brand equity in action.
Challenge

Casey’s brand was well-known in the forest products industry, but much of their work was now being done in other industries where they had little to no recognition. Additionally, their identity and communications materials were inconsistent at best. We needed to find a thread that connected their 60 years of forest products experience with their increasing amount of work in other industries.

  • CASEY INDUSTRIAL | Logo CASEY INDUSTRIAL | Logo
  • CASEY INDUSTRIAL | Positioning line CASEY INDUSTRIAL | Positioning line
  • CASEY INDUSTRIAL | Brand identity & messaging platform CASEY INDUSTRIAL | Brand identity & messaging platform
  • CASEY INDUSTRIAL | Corporate sales literature CASEY INDUSTRIAL | Corporate sales literature
  • CASEY INDUSTRIAL | Vehicle graphics CASEY INDUSTRIAL | Vehicle graphics
  • CASEY INDUSTRIAL | Website CASEY INDUSTRIAL | Website
  • CASEY INDUSTRIAL | Brand identity guide CASEY INDUSTRIAL | Brand identity guide
  • CASEY INDUSTRIAL | Informational graphics CASEY INDUSTRIAL | Informational graphics
  • CASEY INDUSTRIAL | Advertising CASEY INDUSTRIAL | Advertising
  • CASEY INDUSTRIAL | Tradeshow graphics CASEY INDUSTRIAL | Tradeshow graphics
Solution

An AIM Report™ revealed several potential key themes for Casey’s positioning. The next step was to explore these themes by collaborating with a team of 10 key Casey representatives. Together, we came to a consensus on a total identity makeover for Casey: a new corporate color and logo, monolithic brand architecture, clearly defined brand personality and a distinctive position that built on the theme of Ingenuity.

Result

The resulting positioning line — “Built on Ingenuity” — was backed by compelling stories from the company’s history, and bridged the company’s experience to their new work in unrelated industries. By unifying the company’s sense of value and strength, the new identity and brand materials greatly increased industry awareness of Casey, while at the same time giving employees a renewed sense of purpose, accomplishment and pride.