Secondary-packaging equipment manufacturer Standard-Knapp is an employee-owned company that continues to lead in innovation and service after more than a century and a quarter.
What it had was an outstanding industrial reputation and a long list of blue-chip clients in industries like beverage, food, spirits, and household products.
What it lacked was the look and style of an innovator and powerful messaging architecture to match.
Key to the top-to-bottom repositioning was highlighting the passion and commitment that delivered the organization’s uncommon value and outstanding machinery solutions. A fresh new mark and modern look were called for along with a streamlined messaging architecture to enable clear and concise brand storytelling.
With a major event on their marketing calendar less than four months away, a trade show booth and materials were designed. A one-page leadership profile available for distribution and downloading was created concurrently with a highly engaging, responsive website design. Site content was aligned with client interests, while the UX was made more personal, intuitive, and engaging.
Brand Leadership Solution® components in the full brand makeover were:
DISCOVER
DEFINE
DIFFERENTIATE
DEPLOY
The agility of the Brand Leadership Solution® comfortably accommodated the brand’s revitalization, timeline, and rapid development of trade show assets. The new brand rollout at the event generated a wealth of new business connections and inquiries.
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