Duality Branding
Duality is a small group of deeply experienced brand professionals who help brand or re-brand companies. As Writing Director, I conducted internal and external research interviews with executives and customers, and I was the lead writer on the team that developed new brand architectures, taglines, brand promises, key messages, and full brand guidelines.
One case study is below. Read many more case studies on the Duality site.
Justrite approached Duality after a five year period of heavy acquisition. They had acquired a dozen companies without adjusting their own brand — or deciding which sub-brands to sunset. They needed brand strategy and creative help.
The brands Justrite had acquired. All industrial safety brands, some with high brand equity of their own.
Duality performed thorough quantitative and qualitative research. This allowed us to make informed decisions based on the brand equity of sub-brands.
Final brand architecture for the new Justrite Safety Group. Although complex, it was important to create a comprehensive architecture that truly represented the full company. Teams spread around the world were finally on the same page about architecture and branding.
Evolution from old logo to new. Justrite is 100+ years old with high aided and unaided awareness. It was critical to refresh the brand without causing confusion for customers or losing valuable brand equity. “Start with the Essential” became the new company tagline.
Core brand messaging for Justrite Safety Group.
Catalog introducing sub-brands
Pages from the brand vision book, printed and shared with employees at 12 city roadshow to launch the new brand.