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Case Study: Custom Plastics (Identity Development)
With a name like Custom Plastics, the challenge for us is obvious. Lisa T., the Marketing Director of Custom Plastics, Inc. describes it best: “We provide contract-based custom extrusion and injection services. Most of the companies in this industry compete on being the lowest cost producer. How can we make a higher profit margin without pricing ourselves out of the market?”		The solution: To differentiate a commodity service into a premium service that is perceived to be worth the slightly additional cost. This first challenge is to promote Custom Plastics’ services as a trustworthy, high-quality brand that is able to provide a one-stop solution for all extrusion and injection molding needs. For this, we create an entire identity system that ties the corporate logo with the different “divisions”. The logos are simple, stylish and extensible to other future services that Custom Plastics may provide later. The perception we want to provide is that the company not only deliver the services as promised, but also do them with a sense of style and elegance. This is very unique from the ubiquitous clunky, industrial feel that other companies have.