American Metal Filter Co.

Logo and Brand Identity

American Metal Filter Company (AMFCo)— a manufacturer with more than 30 years experience making washable metal, air, and grease filters— was being challenged to remain competitive in an ever-changing global market. Tapping into AMFCo’s rich history and heritage as a veteran owned and operated business, AMFCo was rebranded under a new banner. By internal interviews and analyzing competitive research we helped AMFCo define its mission, vision, and values. The new identity system featured a illustrated bald eagle, representing and reinforcing the quality craftsmanship and high level of customer service provided. Re-organization of the product specifications and marketing materials were critical to delivering products to its retail customers, contractors and dealers.

The rebrand included a logo and identity system, color and typographical guidelines, product photography, copy writing, advertisement campaign, presentation material including a custom folder, product data and sales collateral, and a direct mail package that included a sample filter, T-shirt, and introduction to the company’s new position.

Team Credit:
Terry Parish (creative and design)
Fabrizio Scippa (creative and design)
Jorge Naranjo (design and illustration)
Paul M. Bowers (product and location photography)

WORK PROVIDED
+  Advertising Campaign
+  Design Consultation
+  Direct Mail
+  Illustration/Graphics/Icons
+  Marketing and Sales Kit
+  Photography Art Direction
+  Product Catalog