Transformation for Sustainable Growth

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The Problem

ICR was founded in 1992 by Paul Gutierrez to repair and rebuild obsolete welders that had been discarded. By 2012, they had two locations in Michigan and three more in Canada, Africa, and Mexico. ICR had expanded to more markets and services, from servo motor repair to robotic integration.

As with most growing companies, adding new services and products created a cluttered brand message, making differentiating their brand challenging. With a 20-year-old logo that communicated outdated technology, they needed a branding overhaul to reflect the company they had become and fulfill their vision for growth.

Client

ICR

Services

Brand Development
Logo Design
Creative Marketing

Industry

Industrial

The Solution

Differentiating an industrial brand.

A successful rebrand requires being clear on what differentiates a company before exploring logo design concepts. Identity Creative worked with ICR’s executive team to clarify the unique value ICR brings to customers and present the full scope of offerings with clarity and a compelling message. The slides below give hints about the process with examples of the branding, and creative sales and marketing support.

The Result

A revitalized image for strategic growth.

We are thrilled to present the story of our collaboration, which revitalized their image and supported their growth trajectory. Identity Creative continues to support ICR with strategic branding and marketing support as they navigate expansion into new markets, developing services and products as a Partner in Productivity with every customer.

Creating a
Brand Blueprint

As industry pioneers, the leadership team at ICR Services recognized the need for a bold rebranding initiative to present the company as a global brand and position it for future growth.

Are you ready for a rebrand?

Let Identity Creative help you enter the 21st century with a stunning brand that will capture and keep you customer’s attention.

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“This rebranding effort boldly articulates ICR’s business-oriented, results-driven approach, which truly moves the needle for our clients in terms of visibility, reputation and valuation. It also highlights our uniqueness relative to the broader marketplace and our ability to solve the most complex communications issues for private and public companies.”

Tom Ryan

CEO, ICR
“As a marketing director, my goal is to capture and convert new opportunities across continents and mediums. Our challenge is to breakthrough the noise and build a brand that resonates with the many industries we serve. Identity Creative expertly balances the technical aspects of the business with flares of fun and creativity that reinforce the brand and purpose of our business.

Every interaction has been kind and professional. I leave each encounter with a new idea or way to tackle the issue(s) at hand. They take the time to truly understand your business and the challenges faced. I practically consider them internal team members.

Content marketing and web optimization tripled our web traffic and generated sales opportunities from Johnson & Johnson, Tata Motors, and many more.