The merger of Bevcor and Northern Parts + Equipment started an acquisition period for this new company in parts distribution. The strategy we suggested was to create a parent brand above the two acquired brands and slowly retire them as stakeholders adopted the new brand.

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The Launch

The launch was an efficient, motivating event internally and a visually bold move externally. The approach of investing in a brand, professional communications and thoughtful design was never taken by a brand in this industry. The new brand was adopted nearly overnight and the two sub brands could be retired early. The results were far beyond expectations.

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"Capsule's process helped us design a brand that told our story in the most precise manner possible. Personally, I have kept in touch with Capsule for their thoughtful approach to all things brand and design." — David Womeldorf, Vice President, Technology Solutions at 3Wire Group

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