The Bihler Group of Companies provide a broad range of products and services from complex manufacturing and assembly automation solutions to advanced medical devices and bungee cords. Widely recognized for industrial superiority and quality, corporate leadership sought to create greater resonance for the brands, while driving increased engagement among its diverse base of b2b and b2c customers.
It became necessary to craft a unique brand position, personality, and voice for each of the four companies – Bihler of America, BihlerFlex™, BihlerMED, and Bihler 4Slide NC. Building a common visual architecture that would bring greater clarity, relevance, and interaction with their customers was also an overarching goal among the many tasks.
Using our proven Brand Leadership Solution®, the existing Bihler logo formed the basis for the new brand standards and graphic identities. Following a refinement of the mark, a unique visual identification and persona was developed for each company. To complement the brand rejuvenations, individual brand statements, messaging and websites were developed, along with individual online retail stores for The Perfect Pet™ and The Perfect Bungee™ product lines of BihlerFlex.
DISCOVER
DEFINE
DIFFERENTIATE
DEPLOY
The successful result was four distinct companies strong enough to stand on their own and confidently grow in their respective markets, made even more powerful and competitive through the critical mass of their newly unified brands.
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