CLIENT OVERVIEW

For over 50 years, Magnet-Schultz of America (MSA) has been a leading innovator and manufacturer of electromagnetic devices.

OBJECTIVE

With increased competition and commoditization within the global manufacturing arena, there was an opportunity to separate MSA from the competition. Through in-depth exploration and analysis of their core business model and current brand platform, the need to discover and communicate MSA’s value-add would expand to include an identity assessment, solution and application across multiple channels.

SOLUTION & RESULT

Research, discovery and strategy determined a communication shift was required—leverage MSA's passion for thinking beyond solutions, and lead with their collaborative and innovative approach to custom engineering and manufacturing.

Beginning with identity, this direction expanded reach across online platforms, trade show presentations, print collateral, inbound and outbound initiatives.

Impacting business from multiple perspectives, MSA's internal team and European parent company has embraced the repositioning efforts. The presentation and marketing of their value-add has encouraged overall traffic and customer conversions to steadily increase. Customers continue to provide positive feedback on MSA's enhanced website and collaborative relationship experience.

RESPONSIBILITIES

Art Direction, Copy Direction, Writing and Editing, Design, SEO, Production, Project Management, Client Service

CREDITS

Comply Enterprises, Employer
Dawn Fend, Creative Direction

BRAND IDENTITY

Unchanged for a number years, the equity in MSA's logo was assessed. To appropriately address prospective audiences, new identity marks and typography solutions were explored, and a transitional solution was proposed for use. Ultimately, a refined version of the original was approved to be applied moving forward.

Supporting Solutions—through the creative process, an enhanced color palette, refreshed imagery and additional design elements were also developed and woven into visual, verbal and written communications to clarify MSA's Collaborative Innovation approach.

Business Cards—in alignment with the brand's visual update and defined positioning, two cards were designed to address various team member needs.

ONLINE PRESENCE

The first and primary target for launching the refreshed brand was their website.

Concept—initial intent and design exploration supported a complete redesign of the current site, with responsive architecture and contemporary JavaScript functionality.

Following scope and economy assessments, the current design was given a refresh utilizing the existing architecture, while focus was awarded to content and message delivery—rethought to provide an enhanced user experience.

Final Solution—with a refreshed visual identity and brand platform, appropriate messaging was further developed to consistently communicate the elevated position and deliver the new website.

TRADE SHOW PRESENTATION

The 2014 International Fluid Power Exposition (IFPE) was the next opportunity to showcase MSA's brand evolution. Held every three years, the leading conference is dedicated to the integration of fluid power with other technologies for power transmission and motion control applications.

Concepts—various inline booth configurations and structures were reviewed, and ideas for presenting feature products were presented.

Booth Design—following conceptual display and application exploration, MSA's presence included a new 10x10 booth structure and graphics, new brochure line to promote their collaborative approach and halo products, and a feature looping video attractor.

INBOUND & OUTREACH INITIATIVES

Aligning with the updated brand platform, MSA's existing blog and LinkedIN profile were refreshed to remain consistent with the website look, feel and voice.

Online Advertising—eight new landing pages were designed, written and optimized to encourage an increase in qualified inquiries through organic and paid search initiatives.

Banner & Print Ads—campaigns were conceived and produced in conjunction with Google Adword/remarketing efforts to increase exposure and reach, generating online and direct traffic.

Direct Mail—to reengage new and existing contacts, clients and key prospects, a dimensional mailer was designed and produced.

The direct mail package contained a handwritten thank you note card and premium branded Slinky as a tangible reminder of MSA's Collaborative Innovation approach.