Elevating brands
  • Project

Equipzar

Situation

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.

Objective

  • Define and articulate a resolved brand ecosystem to manage marketplace, product and data innovation brands, and provide a model for future expansion
  • Evolve existing brand identities to follow a consistent yet distinctive campaign direction
  • Distil a brand personality and voice that can be engaged with by both internal and external stakeholders
Equipzar Marketplace Solutions - Logo
Three black titles with white text underneath with orange backgrounds

Approach

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.

White text on dark blue background with black line effect

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.

White text separated on different lines with orange background

Campaign execution involved a combination of brand devices, strategic images and no-nonsense language like “No time for downtime” and “Together we’ll move mountains”, to create disruptive campaigns that aligned with new brand personality and ecosystem.

Equipzar - branding examples

Outcomes

With a structured brand ecosystem, strategic and consistent brand and visual identities Equipzar and its market-facing brands, are clearly positioned in the market for future growth. The websites, marketing material, campaigns and internal systems reflect the new brand architecture, giving the brand new energy and a clearer purpose.
Equipzar - branding examples
Equipzar - branding examples
Equipzar - branding examples

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