TEXAS SCENIC COMPANy
Branding | Product Branding Strategy
project background
Texas Scenic Company (TSC) specializes in the design, manufacturing, installation and maintenance of stage, studio and theatrical equipment for the performance industry. Known for its highly personalized and consultative approach, TSC has customers across the U.S. and Canada. Following several acquisitions, TSC asked ROBOT for help integrating its suite of product brands in a way that would take advantage of the historical brand equity for each, as well as create a cohesive design model for future acquisitions.
“We needed to figure out how to deal with our growing product portfolio from a brand management perspective that would sustain us as we acquired more businesses in the future. ROBOT delivered and then some. Our new branding has modernized our look and has already helped us differentiate ourselves from our competitors.”
our approach
As a first step, ROBOT did target audience research and a competitive analysis to understand which customer and prospect segments were ideal targets for each brand, including the drivers for their purchase decisions. Robot discovered and profiled three distinct target audiences, and also identified which products had significant brand equity and should stand alone. To demonstrate how the different brands could all coexist, ROBOT proposed a brand architecture in which a new TSC logo worked in conjunction with updated product brands to create a harmonious look and feel.
brand development
New visual identity elements also helped position TSC as a modern manufacturing and engineering company with high standards and a customized approach for its clients. In a break from an industry that typicality uses imagery focused on products and venues, ROBOT introduced a human element: photography of TSC specialists working on projects alongside customers. The new brand also incorporates a refreshed color palette building off TSC’s existing primary dark blue and a full set of brand assets, including a style guide, new website, business cards and pull-up banners for upcoming trade shows.
printed product catalog
ROBOT helped TSC update its print catalog layout, which provides technical specifications on each of TSC’s products. For the first time, the catalog organizes the company’s various product lines under the TSC umbrella brand—an organizational approach that was also carried through to the structure of the company’s new website.
product packaging
ROBOT also worked with Texas Scenic to create distinctive product packaging. In an industry that is accustomed to receiving purely utilitarian shipments of equipment in brown cardboard boxes, TSC shipments will stand out with their unique branded packaging.
