Refreshing a brand identity for an industrial heavyweight
How does a corporate brand modernize its image on the eve of an ambitious period of growth? For Stone Canyon Industries (SCI) and its family of brands, creating a clear statement to help build the company’s portfolio required that the SCI brand be firmly anchored on a strong, modern identity – a challenge the company enlisted Lippincott to answer.
The strategy underlying the brand refresh hinged on a critical question: how do you use a single brand identity to emphasize the leadership of one company throughout a portfolio of highly distinct sectors and audiences? To answer this, Lippincott developed a brand platform that highlighted SCI’s leadership position at the intersection of finance and industry. We identified elements of these sectors essential for success, each of which are core parts of SCI’s offerings. For finance, this included value creation, collaboration, and efficiency; for industry, this included stable growth, entrepreneurship and a long-term outlook.
And, as SCI worked to position itself as a leading global industrial holding company, a critical transaction within its portfolio of brands was underway: the merger of BWay and Mauser, two leaders in industrial packaging solutions. SCI enlisted Lippincott to navigate how two distinct brands would come together under the umbrella of SCI’s refreshed brand identity. Our objective? Determine the optimal brand name, positioning and visual identity that supports business growth, communicates the power of the combined organization and strengthens brand equity.
We conducted stakeholder and management interviews as well as research to understand industry trends, the competitive landscape, out-of-category best practices and customer needs. Based on these inputs, we extensively evaluated the strengths and challenges with BWay and Mauser as they exist today—leveraging the strengths, and proposing ways to mitigate the challenges.
Our research uncovered an opportunity for SCI to unite several foundational strengths from both individual companies with new the brand positioning: moving the world forward through sustainable packaging. With this new positioning in hand, we developed a full brand renaming, a visual system, and a logo evolved from legacy elements of the prior companies while appealing to a younger generation of employees and authentically conveying the new brand purpose – an effort that unified the SCI portfolio and helped energize the company as it pursues it strategic growth agenda.