(Industry)

Manufacturing

Creative Direction

Art Direction

Brand Development

Introducing an industrial brand to the national stage.

[Situation]

01

American manufacturing is reshoring, and the equipment that runs it is being built here. Compressed air sits underneath almost all of it, the fourth utility behind water, power and gas and Kaishan USA makes it. From a 130,000 square foot plant and engineering center in Loxley, Alabama, they design and manufacture rotary screw air compressors from 5 to 600 horsepower, controlling 85% of the product content in-house and employing a workforce that is 40% engineers and more than 20% military veterans. The engineering had real authority behind it but the brand carrying it did not.

[Solution]

02

Over the past three years I led the creative direction and simplified layouts, removed unnecessary flourishes, and rebuilt the identity as a modular system to scale globally. That foundation carried a full inbound program of educational blogs, in-depth whitepapers, testimonial videos, industry publication advertising and expert-led webinars, along with a NASCAR wrap and promotional material around it. One system, consistent across every stage of the buyer's journey and every digital and physical touchpoint. Kaishan has grown 20 to 40% year over year across that stretch.