Components Only was experiencing growth across their brand portfolio however did not have a clear brand strategy to communicate their value to different markets and prepare for expansion.
The brand wanted a clear and structured brand architecture to articulate their value proposition, align with their business strategy and position them for future growth.
As part of our initial strategy work, it was clear Components Only required a new master brand to connect the marketplace and data innovation brands, as well as to establish organisational clarity. The new brand name Equipzar was created to give the brand a sense of stature and position as a global leading equipment marketplace.
Equipzar’s logo used three track-inspired shapes to construct the E, articulate the three sub-brands and to be deployed across campaigns with bold, no nonsense campaign language.
The brand promise keep you tracking works as a strategic campaign device, along with visual elements, to reflect momentum and expertise. The visual identity incorporates the geometric shapes, repetition and movement of machinery and vehicle tracks to create visual elements that can be applied across the brand ecosystem. A refreshed colour palette, transparency and consistent brand devices create depth, momentum and consistency across the brand identities.
In creative application the brand made use of strategic image palettes for each brand to establish personality and clearly communicate it’s point of difference in the market.
Components Only Billboards, Located outside a few North Queensland Airports