Repositioning an Industrial Supplier for Growth
Border States grew from a regional distributor with $50M in sales to a national solution provider with $2B in sales but had only minimally tweaked its visual identity. Its brand needed to evolve to match its business.
Insight
A company’s visual identity is a critical link between its business strategy, brand strategy and the perceptions it creates and builds with stakeholders. Before a new identity, Border States needed a new brand strategy to reflect their evolving business.
Idea
To set Border States apart and redefine its value as a solution provider, we focused on the “unstoppable” customers it serves and the unique way in which it makes them a priority. We identified goals for a new visual identity to match that strategy and created a visual system to bring it to life, including a new logo, typography, design elements, photography and a color palette.
Impact
The new visual identity elevated the Border States brand and is now a key driver in capturing new customers and markets, transforming the way customers perceive and understand the company, and building pride with employees.
Results
elevated
the company’s brand
drove
new customers and markets
built
pride among employees and inspired recruiting campaigns
Awards
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