Components Only was experiencing growth across their brand portfolio. However, they did not have a clear brand architecture or strategy to communicate their value to different markets and prepare for expansion.
The brand wanted a clear and structured brand architecture to explain 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. Specifically, this brand needed to connect the marketplace and data innovation brands, as well as establish organisational clarity. So, we crafted the new brand name, Global Equipment Alliance. Which gives the brand a sense of stature and position as a global leading equipment marketplace.
Additionally, Global Equipment Alliance’s logo used three track-inspired shapes to construct the E. As well as this, it articulates the three sub-brands and is adaptable 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. While the visual identity incorporates the geometric shapes, repetition and movement of machinery and vehicle tracks. These elements work together to create visual elements that can be applied across the brand ecosystem. The new brand identity also includes a refreshed colour palette, transparency and consistent brand devices to create depth, momentum across the brand identities.
In creative application the brand made use of strategic image palettes for each brand, to establish personality and clearly communicate its point of difference in the market.
Components Only Billboards, Located outside a few North Queensland Airports