Silverback

Reaching New Depths with a New Brand

The Challenge

Aaron, an energetic entrepreneur and the mastermind behind a line of high quality Skid Loader attachments faced a new challenge. He was planning to take his product line beyond the confines of his own fabricating business, Quality Metal Industries, and build a dealer base. His sales representative was ready to “hit the road”, but didn’t have the necessary materials to provide dealers. Their name, Quality Metal Industries worked fine for their local fabrication business but didn’t provide much brandability or communicate their strong emphasis on strength and durability of product, and their goal of helping Skid Loader operators get work done.

The Solution

We facilitated a brand strategy workshop with the team at Quality Metals to help them determine the best way to move forward and get the ball rolling so they could start working on building their dealer network. Together we determined that a new brand name, a logo and visual identity, and a brochure that told their story and appealed to their ideal audience was necessary to get started.

Throughout the brand naming and design process we kept their value of hard work and determination in mind, crafting a visual identity that communicated this value, and making hard working skid loader operators the hero of their brand story.

Skills We Provided

Brand Discovery & Strategy

Brand Naming

Brand Identity and Logo Design

Brand Collateral Design

Photography

Messaging

Brochure Design

After brainstorming name concepts and exploring various directions, we settled on a new brand name, Silverback. Referencing the brute strength of a male Gorilla, the Silverback name provides memorability and communicates their brand values.

As we explored various logo options, a winner emerged. By creating an abstract depiction of a Silverback gorilla, we were able to also effectively communicate the recognizable shape of a skid loader bucket, creating a simple yet iconic logo mark.