Solution

With two decades passing since we first established its original branding, and so much changing in the marketing landscape, it was important to get to the heart of what drives Alpha Controls, what they care about, and gain clarity around their purpose.

It was in a series of discovery sessions with key stakeholders — happening in tandem with a larger reimagining of its online experience — that we were able to reestablish the core of the business and set the foundation for a successful and cohesive brand rollout.

As Tara Vincar, Director of Marketing at Alpha Controls, says, "This strategic transformation marks a new and exciting milestone for Alpha Controls. It’s not just about a new logo, tagline, or updated colour palette, it’s about really taking a look at the entire identity of our brand, as we progress and adapt to the technology and innovation that is evolving at lightning speed in the world of marketing.”

From this deep understanding of the business, a new tagline, Your Precision Partner, was born. We also established a brand framework, containing a suite of assets that empower Alpha Controls to meet the demands of today’s digital ecosystems.

By simplifying font usage, leveraging brand equity, and developing a unique brand mark treatment, the new branding feels unified, versatile, and adaptable. There are a few nods to the original branding in this evolution, which was an important element of the project.

You also experience the new branding offline, when you walk into their offices and are surrounded by colours, visual treatments, and messaging on the walls where they have brought the brand to life. Their newly minted website was unveiled at the end of February where the continuity of the new branding is experienced throughout.