The Challenge

Traulsen commercial refrigeration has a reputation as the industry standard since 1938, and rightfully so. Unfortunately, the perception of the brand was waning, their image viewed as stagnant, and the products too costly. Traulsen partnered with Ascend Concepts to help change this perception into one more accurately fitting of the Traulsen name.

The Concept

Along with a fresh, energetic look and feel for their marketing materials, we’ve implemented several specialized campaigns and events. Materials and messaging now have a unified purpose, adding a crisp feel and an energetic tone that will launch Traulsen’s image into the future, while respecting it’s place in the past.

The Execution

Brand Exploration & Development

Ascend Concepts’ brand discovery included extensive interviews with Traulsens’ sales, marketing, and engineering staff. These interviews revealed that although negative perceptions were out there, they were not necessarily true. There was no buzz created for new products and the marketing efforts weren’t keeping up with the competition. With competitors now catching up to the feature sets of Traulsens’ products, the once exclusive market advantage was being rendered moot. Words like “expensive”, “unattainable”, and “out of touch” were often heard, and it would be our pleasure to change those words to “cost-effective”, “attainable”, and “in the now”.

Traulsen Rebrand Marketing Flyers

 

Save

Application

After an extensive brand workshop conducted at Traulsens’ headquarters, we were able to understand the brand’s true meaning and reveal it’s value to the public. We put together a creative brief and art direction outlining our plan to create an engaging, relevant and purposeful strategy that would appeal to a younger group of purchasers as well as re-engage with previous lost opportunities. Traulsens’ brand has always carried with it a sense of pride; hard-working equipment for hard-working people, and it was our job to use those factors to re-define what the perception of Traulsens’ products should be.

design brand application

 

Save

Save

Save

Save

Save

Save

Save

Save

Save

Save

Save

Save

Save

Save

Save

Save

Save

Save

Save

Save

Save

Save

Save

Save

Save

Save

Save

Save

Save

Creative Partnership: Marketing Materials and More

We used the new look on all types of marketing materials.

Traulsen rebrand advertisements refrigeration

Pocket folders and technical white papers.

The cool color scheme and design elements are featured in this brochure highlighting Traulsens’ commitment to leading the field when it comes to EPA regulations and requirements.

Traulsens’ parent company, ITW, already had their web structure in place. Careful consideration was taken to make Traulsens’ web presence stand out from its’ sister companies’ without divorcing them from the ITW family.Traulsen rebrand website design

Visit Traulsen’s website

Save

Save

Save

Save

Save

Save

Save

Save

Save

Save

Save

Save

Save

Save

Save

Save

Save

Save

Save

Save

Save

Save

Save

Save

Save

Save

Save

Save

Save

Save

Save

Save

Save

Save

Save

Save

Save

Save

Save

Save

Save

Conclusion

Ascend Concepts is continuously using Traulsens’ fresh new look to promote the brand. We love creating excitement and generating awareness all while breathing new life into their marketing efforts. Here’s a brief list of some of our projects: Corporate re-branding, banners and POP signage, trade show displays, infographics, interactive sales-driven landing pages, web site design, magazine ads, folders, brochures, stickers, Powerpoint themes, flyers, social media services, stationary, white papers and more.

Traulsen Rebrand conclusion-collage advertisement marketing