Opportunity: When your business is about building reliable equipment, it’s only natural to expect the same from your branding. But after decades of service, their logo needed a refresh as they sought to remain agile in an era of increased competition and cheaper replacements.

The Change: Redmond Waltz has been a steadfast service provider of power generators to the manufacturing sector. With over 75 years of experience, we wanted to honor the original brand while pivoting to create a mark that reflects the quality of their service more accurately. Maintaining their red and updating the circle monogram, we developed a brand mark and custom font inspired by their equipment. The brand identity incorporates the circular stator core of an AC generator, while the custom font was inspired by the I-beams prevalent in the warehouses they service. An updated identity, assisted with a bold application of red, extends their brand to all client touchpoints. 

Impact: The new identity system was enthusiastically received by staff and clients. An updated suite of sales materials gave sales reps more confidence, which has helped them close more sales.