Updating and Organizing a Proven Brand
For more than 80 years, Graymills has been a family owned company with an enduring reputation for designing, engineering and manufacturing traditional parts washer products, inking systems and industrial pumps that are engineered for the highest life-cycle value. As an industry and technology leader, however, the company wanted to be recognized for more than its top-quality products. It needed to showcase its commitment to providing clients with innovative answers to real-world problems. That’s where Stevens & Tate Marketing came in.
The first step in positioning Graymills as a collaborative partner that delivers solutions—not just products—was to understand the company’s competitive advantages. Stevens & Tate facilitated a discovery session with Graymills leadership to unearth and then pen its brand pillars, value proposition and vision. Once the messaging was finalized, it was delivered to prospects and clients via the company’s website. Next, Stevens & Tate completely revamped Graymills’ visual image starting with the manufacturer’s catalogues and then transforming its trade show displays. The agency executed a clean and simple design accented by bold and bright colors for global appeal because although Graymills’ products are American made, the company has international distribution. Combined, Graymills’ new brand image and messaging have positioned the company for future growth.