Wilson Manufacturing’s New Look

Wilson Manufacturing’s New Look

Things at Wilson Manufacturing are looking a little bit different these days. We recently developed a refreshed brand identity and website for their company featuring a new look, feel, and voice. 


Who is Wilson Manufacturing?


Wilson Manufacturing is a tool and die manufacturer based here in St. Louis. They provide precision engineered tooling to converters in the labels and packaging, food and beverage, and medical industries, just to name a few. After a long friendship with their organization, we officially entered into a strategy relationship in spring 2018. 


As we learned more about Wilson, we were amazed at the intelligence and tenacity of their entire team. We couldn’t get the image of MacGuyver and his trusty paperclip out of our heads. We were eager to infuse Wilson’s brand with bolder visuals and copy that highlighted its forward-thinking, never-say-die approach. 


What We Did


We brainstormed. We filled up whiteboards. We debated. We laughed. We debated some more. And we came up with a new brand identity that honored Wilson’s rich history and also demonstrated their spirit of ingenuity and optimistic attitude toward the future. Now, Wilson’s new look and feel stands out in the crowd—much in the same way the quality of their work has been doing all along.


The Refresh


Let’s talk color palette. The Wilson Red has always been, and still remains a signature of the brand. We introduced a set of additional vibrant hues that reinvigorate the brand’s image while also paying homage to its long history of serving the flexographic printing industry. The new palette is what we call CWYK—Cyan, Wilson Red, Yellow, and Key—and is a play on the traditional CMYK used in color printing. 


Wilson’s new typography is bold, solid, and strong, which symbolizes the quality and durability of its products. The sans-serif font is modern and reflects Wilson’s cutting edge technology and innovative approach. 


If you flipped through a converting industry publication, you’d see that most of the ads look the same—lots of photos of dies and not much color. Trust us; it’s a whole bunch of blah. Well, there’s nothing “blah” about what they do over at Wilson…and we thought their ads should show it. We began creating ads with word play and visual puns to reinforce Wilson’s ability to find creative solutions and solve problems. 


Together, all the elements of Wilson’s new brand identity convey the experience of working at and working with Wilson Manufacturing: a family business with deep history focused on great service, continued improvement, and innovation in the precision rotary tooling industry.

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