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Brand Refresh to Protect Heritage

Neogard Coatings

The Challenge.

Based in Dallas, Texas, Neogard, has manufactured high-performance coatings specified and used for commercial structures across North America for over 60 years. Highly regarded, Neogard’s coating systems protect the building envelope through protective roof coatings, seamless flooring and elastomeric wall coatings, plus vehicular and pedestrian traffic coatings. Neogard coatings can be found in Major Stadiums and Arenas, Office Buildings, Universities, Hospitals, Hotels and Casinos, Airports and Hangars, Government Facilities, Manufacturing Plants and more.

 

Now proudly owned by Hempel, a world-leading supplier of trusted coating solutions, the brand was ready for a refresh that would modernise and future proof communications and incorporate a brand lock-up with its parent company.

The Approach.

It was critical to retain representation of Neogard’s reputation and heritage so a fully revolutionary identity was out of the question. The trust they had built up over the years in not only their products but throughout the organisation was massively important to capture in the creative so our approach was an evolution, adding strength and authority with subtle changes to the font and logo footprint.

We then focused on evolving the brand marque, which historically was loosely based on the brand’s ‘n’ and had been a recognisable symbol. The reliability of the protection the products provide is a key brand pillar and we saw the opportunity to evolve the marque to represent this.

The final step in the brand’s development was to bring it creatively into the Hempel family, underpinning the identity with Hempel brand family lock-up. The resulting logo is fresh, confident and elegant .

The next phase was to roll out the new identity across their various communications channels whilst redefining the house style, in keeping with the fresh and modern new look. To ensure consistency and a smooth transition across the materials, we developed a brand guideline document that set the scene for the new brand and defined how all the various brand elements were to be used throughout digital, print and outdoor media. 

 

The Results.

Once all customer touchpoints had been refreshed with the new brand alignment, it was time to focus on the big launch. Neogard were already in attendance at the World of Concrete, one of the biggest annual trade shows for the commercial construction industry, so we had our venue…. The Wynn at Las Vegas! Timed to launch simultaneously across timezones, we devised a digital teaser countdown that would coincide with the big reveal event delivered in true Vegas style at the very heart of the industry. 

Neogard’s identity was now fully realigned with their innovative nature, solid reputation and the Hempel brand family

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