Brand Development

In a bold move, Hokanson Capital (HCI) sought to merge several filtration companies into a single entity, facing the challenge of uniting former competitors under one brand. Their goal was ambitious: to create a brand identity that reflected modernity, innovation, and the ability to offer personalized solutions across a wide array of industries, from Oil and gas to Food and beverage.

AM/FM was tasked with developing this new identity, including naming, logo design, and a comprehensive brand guide. Through stakeholder interviews and competitor research, a key insight emerged — the importance of a modern, sleek, and trustworthy brand image.

The birth of Vytal Filtration Technologies was the culmination of this effort. An internal brand launch event successfully rallied the team around the new identity, achieving overwhelming internal approval. Vytal Filtration Technologies has since experienced significant growth and expansion, with the brand being praised for its ability to instill trust and unify marketing efforts.

Results

Successful Brand Creation

Developed a new identity, including a name, logo, and brand guide.

Internal Approval

Achieved overwhelming internal support through a successful brand launch event.

Unified Company Identity

Effectively merged former competitors under a single, cohesive brand.

Growth and Expansion

The new brand facilitated significant growth and expansion across various industries.

Positive Brand Perception

The brand has been praised for its modern, trustworthy image and ability to unify marketing efforts.