REFRESHING A BELTING BRAND TO INCREASE VALUATION
Background
CS Brand Group partnered with the leadership team at MIR to build a cohesive brand architecture and an external identity that maximized value for potential buyers. Known as Midwest Industrial Rubber at the time, MIR had long ago expanded beyond the Midwest and now was also faced with the challenge of integrating existing and future acquisitions. With differentiated messaging and an updated visual identity, MIR was eventually acquired by Ammega Group, the global leader in mission critical lightweight process and conveyor and power transmission belting.
Scope/Output
Brand Development
- Market Research
- Brand Identity & Positioning
- Brand Architecture
Creative Services
- Transaction Communications
Challenges
- Thinking through integration of past and future acquisitions beyond a “one size fits all” approach
- Preparing an external identity for go to market and eventual sale
- Crafting differentiated messaging across all marketing materials
Solutions
- Through extensive market research, we created an acquisition integration manual that showed three potential paths and how each would impact the market
- Created new logo and visual identity, along with accompanying style guide
- Crafted messaging framework that informed all messaging across website and marketing materials, and resulted in new tagline: “Moving Forward”
