Refreshing a Belting Brand to Increase Valuation

The Challenge

Known as Midwest Industrial Rubber at the time, MIR had long expanded beyond the Midwest and was now faced with the challenge of integrating existing and future acquisitions. Challenges included 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, and crafting differentiated messaging across all marketing materials.

The Solution

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. Through extensive market research, we created an acquisition integration manual that showed three potential paths and how each would impact the market. We created a new logo and visual identity, along with the accompanying style guide, and crafted a messaging framework that informed all messaging across the website and marketing materials and resulted in a new tagline: Moving Forward.





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.

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