Creating a contemporary brand foundation
Challenge
Even an industry leader can be challenged when it comes to creating a brand image that truly mirrors their vision. That’s why Bunger Steel asked Tallwave to create a brand identity that reflected the company’s leading position and craftsmanship and would help them establish a greater presence outside Arizona. A family-owned company, Bunger Steel is Arizona’s premier steel building and components manufacturer. By creating a single-source steel building manufacturer business, they’ve been able to provide customers with exceptional service and a highly-personalized craftsmanship. Like any business, Bunger Steel was looking to grow market share but they knew they needed to build a stronger brand image and industry presence to do so. Services: Brand Experience Research UI/UX Design Notable Outcomes: Discovery of whitespace opportunities to gain market share. Development of a new brand logo and visual identity to create a consistent brand experience. The Challenge Before we could take the brand to new heights, we would need to establish a strong foundation. Creating a strong industry presence begins with a strong brand foundation. Over the years, Bunger had gone through a number of visual rebrands which resulted in inconsistencies across branding and marketing touchpoints such as collateral pieces, truck decals, staff shirts, and more. Not only were there multiple logos being used, but those logos weren’t standing out against the competition as well as they could. So we were challenged with creating a brand that was more contemporary, a more accurate reflection of both the tradition and vision of the company, and ultimately would attract new customers to their website.
Solution
Uncover opportunities to claim a brand position within the industry. To establish the foundational direction for the redesign and brand transformation, we first conducted an alignment workshop. This was used to build a shared understanding of the company’s customers, values, differentiators, financial drivers, and external factors (e.g. competitive forces, trends, barriers to entry). Once the alignment was set, we moved into competitive analysis and benchmarking in the form of brand positioning and persona development. This guided us through discovery of what was needed for Bunger to gain new market share by uncovering whitespace opportunities available to the brand.
Results
A consistent brand experience at every touchpoint. A new brand logo and visual identity geared to reflect the superior position Bunger Steel holds in the market. This new identity can now be found on all collateral pieces, trucks, building signage, shirts, and hats. This new look was also translated into their website, giving customers a better picture of the true Bunger Steel brand. So whether customers encounter Bunger Steel in person or online they encounter a consistent brand experience.
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