CMS Cepcor specialises in spare parts for the mining and aggregates machine industry. However, it doesn’t compete directly with other spare parts suppliers, but more directly with the OEM. They have the expertise to manufacture, store, and procure the delivery of spare parts to the mining and aggregates industry which are as high quality as that from the OEM, but can respond to an order far quicker. This is because the OEM is more focused on the manufacture of new machinery rather than the spare parts that are more transient in use.

To develop a visual identity that is based upon the brand purpose and positioning which will aid in representing and identifying the brand to colleagues, customers, and competitors. This work will then be further utilised and developed in the brand guidelines document and global brand activation.

The creative execution included a simple evolution of the logo, outlining the two original ‘C’s’. Not only did this create a new logo for the CMS brand, but also a new outline device which could be expanded and bled off the page for an impactful background or graphic.

To accompany the new logo mark, we created a brand pattern, which is formulated by geometric shapes in the primary blue colours. It was developed as a complementary device to be used as section headers in PowerPoint or presentation slides, as supporting design elements in advertising, stationery and brochures, or as an online graphic for social posts and website banners. It’s a graphic representation of the materials which are mined or crushed to become aggregate and other material uses. This provides CMS Cepcor® with a device which is integral to its core business.

With this new brand positioning and clear market narrative, CMS Cepcor’s brand awareness increased significantly across global markets, particularly in North America and Europe. The refined brand strategy allowed the company to communicate its leadership position effectively, boosting both customer loyalty and new client acquisition. Additionally, the strategy served as a foundation for CMS Cepcor’s future visual identity and marketing campaigns