Miller Felpax was a 65-year-old, family-owned manufacturer of parts for railroad engines and cars. The genesis of the original "Felpax" name was a unique system of constant lubrication for wheel bearings using felt. But as the market evolved and the company expanded with new, innovative products, the name no longer reflected the organization's dynamic culture and deep values. The needed more than a new name; they needed a new brand.
20/10 launched a 5-step, narrative-driven process to develop a name, tagline, logo, and value proposition. We looked at current brand perceptions, audited all current marketing communications to discover what had worked (and what hadn't), and honed in on what the brand should mean to the customer. Using this information we created a new brand guide that defined the meaning, mission, and goals of the brand. This in turn dictated the direction of the logo and all marketing communications.
25+% in annual revenue
Significant company growth, including new hires and expanding product lines