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Assets
Months
Co-Brands
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Projects
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Assets

After having been acquired fully by GPC, Inenco Group, who represent the Australasian arm of The Industrial Parts Group, made a decision to follow the direction of their North American counterparts ‘Motion’ and rebrand as Motion Asia Pacific. The Inenco brand was not customer facing and therefore unknown to a large portion of the customer base. The decision to rebrand to an existing (but new to Australasia) powerful identity ensures a solid foundation to deliver the full service offering their customers are looking for.

The Challenge

To establish a brand identity for the Asia Pacific arm of Motion that encompasses the success, name recognition and strong brand equity of Motion that can work as a stand alone brand as well as in a cobrand capacity with established operating businesses including: CBC, BSC, WebsterBSC, SAECOWilson, Hardy Spicer, Seal Innovations, Specialty Fasteners, PT Australia, CBC Indonesia and FPT.

With this rebrand, we set out to retain the most recognisable elements of the Motion brand. This decision reflects ‘Motion Asia Pacific’s’ desire to capitalise on the strength of this brand.

The Solution

Over an 8 month period, we worked with the team to create a brand that is consistent with its North American counterpart, yet flexible enough to work in a standalone and co-brand capacity with it’s Australasian businesses.

The colours in the logo opened up a colour palette for designing the visual language of the brand. These colours were used as accent shapes across the library of visuals to establish a visually consistent brand across all touchpoints. Thus making Motion Asia Pacific adaptable and giving them the flexibility to consistently brand all aspects of the company.

We provided the client with a cohesive set of brand guidelines that could continue to contribute towards building a powerful brand identity that does not become ambiguous or muddied in the marketplace. Given the size of the company and the various companies that now fall under the Motion umbrella, it was even more important that all people working on the visual aspects of the brands had a strong reference that they could consult before developing collateral.

Signage

With over 150 Motion Asia Pacific branches globally, it was paramount that the signage offer enough flexibility that it could be adapted to all building shapes and sizes, and extend across all signage from exterior to interior. We achieved this by keeping the colour palette minimal and using the angle of the Motion to create accents across all instances of signage.

The bold accent and consistent colour palette allows for a seamless transition of these elements  into the interior signage.

As there are so many exisiting operating businesses, a decision was made to rebrand in stages. For the operating businesses that had existing shopfronts a “powered by” logo was developed to allow a fast, low cost way of introducing the new parent branding.

Stationery

Over an 8 month period, we worked with the team to create a brand that is consistent with its North American counterpart, yet flexible enough to work in a standalone and co-brand capacity with it’s Australasian businesses.

The colours in the logo opened up a colour palette for designing the visual language of the brand. These colours were used as accent shapes across the library of visuals to establish a visually consistent brand across all touchpoints. Thus making Motion Asia Pacific adaptable and giving them the flexibility to consistently brand all aspects of the company.

Digital

Motion Asia Pacific customers interact with a brand in a number of ways across a variety of platforms, and in today’s market there is a strong expectation that all touchpoints are visually consistent.

For Motion Asia Pacific and all of their operating businesses, this meant the consistent use of logos and where applicable, the use of the elements that are coming to define the Motion Asia Pacific brand.

Industrial Centre

Motion Industrial Centre is a sub brand of Motion Asia Pacific. When two or more existing Motion Asia Pacific operating businesses come together in the way of a physical store, they form an Industrial Centre. As such the branding and logo borrow off the Motion Asia Pacific branding that we established, with the exception of the custom logotype.

As the Industrial Centres predominately have a physical presence, the main challenge here was establishing the rules related to signage in a way that enabled us to incorporate the co brand lockups.