Project Description

Rebrand SilMan Industries

A tightly constructed brand to reimagine 21st century industry.

PROJECT SCOPE

Branding & Identity Design
Marketing Brochures & Collateral
Corporate Styles & Templates
Signage
Design & Illustration
Brand Guidelines

THE CHALLENGE

Unify SilMan’s three divisions for a seamless experience for both customers and teams, while allowing for integration, flexibility, and autonomy.

OUTCOME

A full-scale rebrand with re-focused messaging, new marketing materials, and intensive brand guidelines to support SilMan’s Under One Roof methodology.

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01 | Why Rebrand?

SilMan has seasoned

In 15 years, the company has gone from a construction company to a highly skilled industrial solution provider. The rebrand sprang from the no-so-simple idea of expanding the firm name to better align with its future.

SilMan knew they needed a logo update, but because there were big internal changes, too, they would need a process to carry their vision across channels.

Rebranding wasn’t a familiar term for them at the time, but it turned out to be exactly the process that would help bring their big idea to life in a clear and tangible way.

Visit SilMan

“[Flux Appeal has] been such a thoughtful and creative partner throughout this process which has helped us grow and embrace something we didn’t realize at the beginning.”

Tom Mangin, Co-Founder

“[Flux Appeal has] been such a thoughtful and creative partner throughout this process which has helped us grow and embrace something we didn’t realize at the beginning.”

Tom Mangin, Co-Founder

02 | The Big Idea

Three Divisions : One Mission

Doubling down on integration has a two-fold objective:

Greater collaboration & productivity

Increased offerings & better service

Our support included tools, training + communication campaigns:

  • Forms, Proposals & Templates

  • Corporate Brochures & Sales Decks

  • Extensive Visual Library

  • Branding For Proprietary Offerings

03 | The Logo

Nostalgia, transformed

Engineering, design, and architecture factor heavily into SilMan’s new logo, incorporating stylistic additions that speak to integration and unity. The company’s Under One Roof methodology remains every bit as relevant for them today, and this expansion is communicated clearly in the new mark.

Original Logo

Clean and classic, with a nod to architecture, this logo was well loved by SilMan’s teams.

New Logo

Taking from the nostalgia of the original, the new logo grows up into its future-facing self.

03 | The Logo

Nostalgia, transformed

Engineering, design, and architecture factor heavily into SilMan’s new logo, incorporating stylistic additions that speak to integration and unity. The company’s Under One Roof methodology remains every bit as relevant for them today, and this expansion is communicated clearly in the new mark.

Original Logo

Clean and classic, with a nod to architecture, this logo was well loved by SilMan’s teams.

New Logo

Taking from the nostalgia of the original, the new logo grows up into its future-facing self.

04 | The Identity

Unity + Flexibility

SilMan’s new Identity included a logo and updates to their entire suite of visuals and internal communications.

This can be challenging with multiple divisions, each with a set of processes and operational needs, functioning within a single firm.

Through cross-collaboration, we were able to distill the most valuable aspects of each into a system that would reflect unity, while allowing for creativity and autonomy.

A few of the tools we developed together:

  • Directives for presentations + documents

  • Iconography for building communications

  • Detailed brand guidelines

  • Marketing materials

  • Tools for team building + education

“[Flux Appeal] has provided an intellectual structure for us to translate principles across channels and mediums. This is the gift that keeps on giving.”

Steve Emahiser, Director of Marketing SilMan Industries

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