Fidelity Manufacturing Group

Case study: A brand refresh and ongoing B2B marketing support

Services Provided:
Branding, Website Design, Marketing Strategy, Graphic Design, Social Media, Photography, Video Production
CASE STUDY DETAILS:
Client: Fidelity Manufacturing Group
Services Provided: Branding, Web, Video, Photography, Social media
Industry: Industrial

Fidelity Manufacturing Group

Fidelity Manufacturing Group provides machining, mould making, and manufacturing solutions for clients across North America. With an expanded service offering and a new manufacturing facility on the horizon, Fidelity approached Maven to help update their brand, develop a new marketing and communications strategy, produce photo & video content, and provide ongoing marketing and design support.

inside of a CNC machine cutting metal
two men working together at a machine
inside of a lathe working to add texture to a cylinder

The brand refresh process

Our end goal was to modernize Fidelity's visual brand and create a new look that reflected their evolving industry. It was also important that the foundational elements of the brand where carried forward with the revamp and that the new visual identity was an evolution of what already existed. Learn more about our brand refresh process in the cards below.

STEP One

Brand Strategy

To start, we develop a strong understanding of the existing brand and messaging. Through collaboration with the client, we identify what aspects of their brand should stay & go, and establish a baseline to ensure we have a clear vision moving forward.

STEP TWO

Visual Research

In the early stages of brand exploration, we research other key industry players, identify brand and visual trends, and work to establish general styles to explore in the next stage of the process.

STEP THREE

Style Exploration

In this stage, we hit the drawing board and start developing design concepts. We then work to narrow down the options internally by identifying any considerations, until we reach a set of strong options to share with the client.

STEP FOUR

Establish Core Assets

Once a direction is chosen by the client, we add any finishing touches and then establish the core logomark, logo variations, colours, and fonts that form the foundation of the visual brand.

STEP FIVE

Visual Brand System

Building on the core brand elements, we establish the supporting patterns/textures, imagery style, and other visual components to be used across all future brand touchpoints.

STEP SIX

Brand Guidelines

Finally, to ensure cohesion among brand applications and stakeholders, we establish a clear and easy-to-follow set of brand guidelines and templates that guide the use of the brand over the long term.

STEP One

Brand Strategy

We start the refresh process by assessing the existing brand and messaging. We identify what needs to stay and what needs to go, and establish a baseline to ensure we have a clear vision forword.

STEP TWO

Visual Research

In the early stages of brand exploration we take a look at other key industry players, identify branding and visual trends, and worked to establish general styles to explore further.

STEP THREE

Style Exploration

In this stage we hit the drawing board casting a wide net to explore a variety of ideas and identify any considerations. We then work to narrow down the options until we reach a set of final options.

STEP FOUR

Establish Core Assets

Once a direction is decided on, we work to add the finishing touches and refine the look. We then establish the core logo mark, colours, and fonts that form the foundation of the brand.

STEP FIVE

Visual Brand System

Building on the core brand elements we establish the patterns, icons, and other visual components that allow the brand be applied across a variety of touchpoints.

STEP SIX

Brand Guidelines

Finally, to ensure cohesion among brand applications and stakeholders, we establish a clear and easy-to-follow set of brand guidelines and templates that guide the use of the brand over the longterm.
3 books of fidelity brand guidelines open to different pages

Sub-brands

As part of the re-brand, Fidelity's rapid business growth called for the development of sub-brands for their two main business units. These alternate logos and colours would provide visual differentiation for any materials such as webpages or business cards and can be carried forward with any other future sub-brands.

Website development

With the brand refresh, came the full development of their new website. Our first step was to create a wireframe that would improve user navigation and present information in a more functional way. From there, we completed a re-write of the entire site and focused on creating clear and digestible messaging optimized for better SEO.

a set of metal cylinders in a group togethera skilled worker is pressing buttons on the machine

Signage

In this midst of developing the new brand and website, Fidelity moved into their upgraded manufacturing facility, which meant new signage was needed. Maven led the vendor selection process with the client and once selected, we designed a variety of mockup options for the client to review. We then worked closely with the vendor on sizing, placement, and a clear plan for installation.

the exterior of Fidelity Manufacturing featuring a large sign custom made
a man installs indoor signage chrome lettersa pylon sign of the address and logo for fidelity

Brand materials

As the final step to the Fidelity brand refresh, we used the newly created brand guidelines to create new print and digital materials. We developed new business cards, email signatures, letterheads, and presentation templates that would help represent Fidelity’s professionalism, quality, and dedication to consistently delivering the best.

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