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Client:
W-R Industrieswww.w-rindustries.com
Services:
Content Strategy, Brand Strategy, Rebranding, Logo, Copywriting, Web Design & Development, Graphic Design, Digital Marketing, Website Maintenance & Management, Website Hosting
Results:
● The website now showcases the company's products and capabilities catalog
● A new source of Client Inquiries
● Search engine visibility
The Brief
W-R Industries is a manufacturer of pressroom supplies for the commercial printing industry. How do you improve on the brand equity of a business that has been around for over 120+ years? With careful, meticulous, and strategic planning we designed a new brand identity that firmly positions the business for success in the next century.
The Solution
Reimagining a Brand
A company whose roots span the entire last century needs to reimagine itself occasionally, in order to keep up with the modern market and continue to thrive. W-R industries needed our help in rebranding, reinventing its online presence and increasing its visibility in an increasingly virtual world. W-R industries was already a seasoned veteran in the manufacturing of pressroom supplies. As the commercial printing industry made a massive switch toward virtual operations, W-R needed to shift to more robust digital platforms to highlight their products, services, and competitive advantages.
We knew that a branding redesign that was uniform across all branding material, both online and physical, was necessary for this company. We set out right away with extensive research in the commercial printing industry, its pressroom supply companies, its audience, and its audience’s needs. We then thoroughly considered brand design changes, including in the company’s logo, letterhead, and all online representation of the company.
W-R needed a full business transformation to continue to adapt to today’s marketing environment. This included a complete reimagining of its 120+-year-old company, from top to bottom.
Branding / Logo / Identity Systems / Graphic Design
We reimagined W-R Industries’ brand identity, starting with an eye-catching logo, color scheme, and design. After redesigning W-R’s logo and design scheme, we then applied it to all of their products, labels, brochures, and online branding to increase uniformity, and in turn, increase the value of W-R’s branding.
We stayed true to W-R’s business culture, which offers an approachable, no-nonsense approach to friendly, fast, and high-quality products. The company needed a brand that would convey their personality: loyal to its customers, creative, original, and dependable. Our goal was to build an online presence for this client that would match its reputation in the community.
Website Design and Development
From there, we worked with the layout and design of W-R’s online presence, starting with their webpage. We applied the new brand image and culture to their page and reformatted it to facilitate easier communication between the customer and the business. We added a product and capabilities catalog and standardized the user experience across all platforms.
We also streamlined the web experience for W-R’s management team, enabling them to track and understand how future web traffic would drive their sales. At the same, we were careful to establish the importance of W-R’s business in the commercial printing industry by balancing its online presence with some eye-catching printer marketing materials.
Marketing Materials
We continued to standardize the user experience with marketing materials, for both physical and digital marketing. From applying the brand to the building and meeting rooms to trade show stands, we created a more recognizable and streamlined, professional image. We also applied the new brand to all of W-R’s email and web marketing, making them more visible online.
This new image permeates all parts of the business and is uniform across W-R’s new flyers, product labels, product brochures, and business cards. These details even extend to the company’s letterhead, mailing envelopes, and much more, creating a memorable and unique new brand. We used this new brand uniformity to reach W-R’s target audience: a traditional, but modernizing, customer base.
Search Engine Optimization
The effective use of SEO was an integral part of revamping the brand. SEO drives online traffic and visibility, so we made sure that W-R Industries ranked for the most targeted keywords in search engine results. We included this optimization across W-R’s website content and business profiles & listings. W-R now has a much bigger online presence and more clients than ever and organic search is the highest traffic and lead driver for the organization.
Branding Transformation | Before & After
Our Work
The Results
The company’s online presence now showcases a uniformity in brand design that makes the company more memorable and more valuable. Its brand and brand-experience are streamlined and consistent across all customer touchpoints both online and offline--including its catalog of products and capabilities. SEO standardization has allowed the company much more exposure to potential clients than ever before, and the webpage is optimized to handle its new source of client inquiries. W-R Industries is now better equipped than ever to lead the industry into the next century.