Atlas Metal

Atlas Metal

As a generations-old family company, Atlas Metal’s greatest strength is making serving equipment the right way, not the easy way. However—over time—their message was overshadowed by competitors focused on features and benefits. After rolling up our sleeves for a collaborative Clarity CaptureSM process, we discovered a new positioning that ran counterculture to an industry full of automation—that Atlas takes a hands-on approach to everything they build. The hands behind the brand became the featured elements in Atlas’ disruptive marketing campaign, which reenergized the company and redefined the market.

  • Advertising
  • Brand Development
  • Collateral & Sales Support
  • Digital
  • Email Marketing
  • Media
  • Print
  • Strategic Planning
  • Strategy
  • Videos
A fresh brand identity reannounced Atlas to the industry, while the new “making metal personal” tagline captured the caring mindset of Atlas employees.

A fresh brand identity reannounced Atlas to the industry, while the new “making metal personal” tagline captured the caring mindset of Atlas employees.

Driving home the hands-on nature of the company, a brand video featured the talented artisans, craftspeople and generations behind the business. It also became visual proof that Atlas is the antithesis of other brands, where much of the work is done through automation.

A new brand look meant new brand elements so that every first impression was both positive and consistent.

A new brand look meant new brand elements so that every first impression was both positive and consistent.

The concept of doing things differently was not limited to manufacturing products. While many equipment brands frame their trade show booths with their equipment (creating a barrier between themselves and their audience), the Atlas booth was designed modularly to create an inviting and informative experience that focused on engagement with the Atlas team.

The concept of doing things differently was not limited to manufacturing products. While many equipment brands frame their trade show booths with their equipment (creating a barrier between themselves and their audience), the Atlas booth was designed modularly to create an inviting and informative experience that focused on engagement with the Atlas team.

Carrying through the branding into media was a priority, so we used high-impact print placements and banner ads with a simple concept that spoke to our most valuable asset.

Carrying through the branding into media was a priority, so we used high-impact print placements and banner ads with a simple concept that spoke to our most valuable asset.

When your products, processes and people are truly superior, you want to tell the world all the reasons why. These videos showcased just a few of the key competitive advantages while establishing a friendly and considerate brand voice.

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