Capital Coating

Strategic Goal

Bring Capital Coating’s various services into alignment under a single brand to present a more sophisticated value proposition to a larger-size commercial audience.


After gaining a complete understanding of the growth goals Capital Coating wanted to achieve from the multiple services they provide, we first created a simplified Capital Coating logo and a short but powerful brand statement to achieve immediate industry recognition and target audience relevance. Then, by narrowing the company’s many services into a three-color-coded system, clients are quickly guided to find the solutions that meet their needs by using a visual process of elimination. This highly organized and condensed services overview using graphic elements immediately sets the stage for easy cross-selling conversations of Capital Coating’s other capabilities and increases the likelihood of upselling to a now-existing customer. 

Branding Positioning
Branding Systems
Identity Systems
Services Alignment
Sales Systems
Client Nurturing Tools

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