Northwire Incorporated

Deliverables: Naming, Logo, Tagline, Brand Identity, Brand Identity Guidelines & Spanish-language Catalog Design


At the top of their industry’s game, it became clear to management at Northwire, Inc. that while achieving their leadership position had been hard work, keeping it would be harder. The competition was on their heels. Their plan was to establish a new division – smaller and driven by collaboration – where they could work directly with their customers to provide quick, innovative solutions, based heavily on customer input. But how to position it? How to market it? What to name it?

That’s where we stepped in. We established that the major objective was to engage younger, idea-centric design engineers and IP developers by leveraging the strengths, expertise and capability of an established engineering firm into a more hip, more innovative, more forward-thinking brand that would also establish a platform for future growth.

We developed a positioning statement using conventional research tools – SWOT and competitive analysis – but also took the important step of simply asking these younger professionals what they wanted in a design firm. With this information as the foundation, Mercury introduced “Lab 360,” with the tag “Your idea. Done.”

Our thinking on Lab 360’s positioning is summed up in the following statement: “Lab 360 isn’t so much a place as it is a blend of philosophy, attitude, and zeitgeist. It represents a form of collaborative thinking that capably and eagerly takes a customer’s idea and moves it full circle from her head into her hand.”

Mercury undertook the full design of the brand identity for use in literature, media relations, audio-visual, trade shows, and social media and assured all were integrated for clarity and consistency.

Finally, while a younger demo and advancing technology may mean its ultimate demise, print catalogs remain a primary reference for many of the company’s customers and prospects, and NWI takes its annual extensive version very seriously. The company called on Mercury to freshen and re-energize its look and create a digital version. Mercury also designed the company’s first-ever Spanish-language catalog, thereby providing the company with better accessibility to a large, heretofore untapped market.

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