Sector : Manufacturing

Services : Brand strategy, naming system, identity, digital and physical implementation

Sector : Manufacturing

Services :identity, digital and physical implementation

Keestrack

Creating a challenger brand in the global market

⁰¹ Challenge

Keestrack is a Belgian manufacturer of innovative mobile crushing and screening equipment. The company wanted to build a challenger brand to take on their multi-national corporate competitors.

The scope of work included everything from initial research through to brand strategy and identity development, to implementation across both digital and physical applications. So, this project was undertaken in collaboration with digital transformation agency Miura.

⁰² Solution

Through a process of research, workshops and deep dive interviews Fiona Myles with the full design team and Keestrack defined the core brand positioning as ‘Performance in every detail’ , this reflects the company’s approach to uncompromising performance and continuous improvement in all areas of the business.

We then worked with Keestrack’s management team to deliver a full brand realignment including a new visual and verbal identity developed by Creative Director Javier Garcia, this was taken through to high-profile items of collateral including a smart new sales brochure and website.

The identity reflects the structure of their new machinery. We also overhauled their existing product naming system replacing it with a logical system based on a simple-to-follow matrix that shows precisely which machines work with which others. This was also implemented on the machinery in an elegant graphical solution.

⁰³ Outcome

The full rebrand has positioned Keestrack for success in global markets and the launch of the new website has boosted engagement across their supply chain. The rebrand and new brochure was very well received at Bauma, the world’s leading trade fair for construction machinery.