TWG (formerly Tulsa Winch Group) had an aging brand focused on eight separate companies that had been acquired over 15 years. The brand was confusing and had not kept up with changes in their business. They hired d.trio to research and develop a new brand architecture, visuals and messaging to simplify and modernize their brand.
The strategy was to present their brand differently than any of their competitors and to humanize it. By taking the emphasis off of parts manufacturing and focusing on the benefit to the end user, we got to the heart of the business – helping people get their difficult jobs done. The research pointed to confusion around having 8 overlapping brands serving 4 sectors. The umbrella brand needed to be elevated.
The architecture was simplified to one master brand, TWG, and the other brands became model lines in the company – thereby retaining their legacy and reputation but not as separate companies. This allowed the companies to stop competing, have a unified vision and look to each other for cross-company solutions by sector. This brand was brought to life through the movement, imagery and content of the new website. The TWG staff and their clients love it and they are already seeing success.
We developed a new logo, identity and trade show materials, plus three high-end 24 page industry-focused brochures that highlight end-user benefits. We also translated the new branding into design and content for a completely new website, a mobile app and other collateral pieces.