In 2020, my team and I were charged with a major rebrand of the company. Salem Distributing Company, Inc. wanted to distance itself from the idea that it was just a distributor and instead put the focus on its advancing technology offerings and extensive product and process knowledge as Salem Fabrication Technologies Group, Inc.
Division Brands
The rebrand positioned Salem Fabrication Technologies Group (SFTG) as a parent brand representing all current and future product divisions. Since 2020, Salem has expanded its offerings by creating 2 divisions internally and acquiring other companies to establish 3 more. With each division, my team and I were tasked with updating and unifying all branding under the SFTG umbrella.
Brand Assets
With the establishment of SFTG, a full new set of brand assets needed to be created. I worked on everything from presentation templates and brand guidelines to business cards and letterhead. Each division, when introduced, also required new materials to be produced.
Websites
As part of the full company refresh, my team and I oversaw a complete reworking of the company website. I was heavily involved from start to finish, including input on design, layout, site mapping, graphic assets, and site review. This process was repeated for other websites when divisions were added as SFTG brands.