brand development design

From product-focused to people-focused

TWG, a B2B manufacturer of winches and other large machine parts, had a fragmented brand identity comprised of 8 sub-brand companies they had acquired over 15 years. They understood that a collection of overlapping brands serving several distinct market sectors was confusing to their audience and that an umbrella brand needed to be created.

We simplified the master TWG brand by positioning the sub-brands as model lines, thereby retaining their legacy and reputation in their respective industries. We shifted the messaging emphasis from the parts they manufactured to the benefits their products provide to end users—the ability to get their difficult jobs done. Product photography included images of everyday people benefiting from the structures that were built using TWG products.

A brand built around the people it serves.