Despite strong expertise and top-notch injection molding machines, Memo's significant growth was delayed. The company also had the production capacity required to meet increased demand. The challenge was to reach the market more effectively with its messages.
We recognized early on that Memo distinguishes itself from many competitors. It is more than a manufacturer of "plastic components"; it is a manufacturer of components for advanced industrial products. Together with Memo, we established the new brand positioning to support increased growth.
Logo. The new logo evokes an industrial feel. The slanted line symbolizes progress and is echoed in the letter E, a subtle detail that enhances the overall impression.
Tagline. The new "Polymer components" carries several brand values. Polymer emphasizes material expertise, while Components emphasizes the products' applications. The language choice highlights the international reach.
Symbol. The robotic arm illustrates Memo's industrial expertise. No construction is too complex to be engineered and produced to perfection.
Metal replacement. Polymers are lighter than metal and enable more intricate designs. Overall, Memo's components are considerably lighter than conventional metal components, which we effectively illustrated with a fictional construction.
Stress concentration illustration. By illustrating stress concentrations in the components, we showcased meticulous quality work and reinforced the impression of technical competence.
Smarter. Lighter. Greener. The key customer values for Memo's technology components were the main message for social media ads, primarily aimed at attracting visitors to Memo's trade show booth.
Trade show booth. The new message and visual expression framed Memo's trade show presence attractively, reflected in the number of booth visitors and meaningful conversations.
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