BoldStep
The Challenge
A local flooring materials manufacturer and supplier saw an opportunity to disrupt the supply chain with a new brand that would bring quality gypsum floor underlayment and sound attenuation products to underserved multifamily construction markets. This brand put customer excellence at the core and aimed to serve them faster than their competitors thought possible.
Needing to build the parent brand and two product brands from the ground up on an expedited timeline, Capsule was brought in at the inception to bring this vision to life.
Strategy and Naming
Partnering with key stakeholders across operations, product and manufacturing, Capsule built a brand strategy focused on its competitive differentiation in bringing the very best in speed, quality and service to the market. This positioned it as a true disruptor in the category, and required a brand that would match the level of disruption it would bring to the industry.
Thus, BoldStep was born, representing a confident departure into new territory while nodding to their innovation in the flooring industry.
Brand Identity
The determination and intentionality of the brand translated into a strong visual identity, beginning with the development of the BoldStep wordmark and accompanying “B” logomark. The stacked layers and beveled edges of these marks resembled a sturdy and precisely built structure that embodies BoldStep’s quality products.
Visual System
These elements work their way across the system with bold, angular shapes and precise, detailed linework bridging physical packaging, digital screens and a wide variety of branded collateral.
Color was another defining quality of the brand. Capsule developed a primary palette that intentionally strayed from industry norms to denote a level of professionalism, yet groundedness. Additionally, BoldStep’s signature gold pays homage to their material supplier.
Messaging Strategy
Just as critical was the written language for the brand. A fresh suite of headlines and messages ensured brand offerings and differentiators were conveyed in a complementary tone of voice.
Capsule equipped the BoldStep team with brand guidelines for consistent future application and brand education. Defining all brand assets including color, iconography, typography, photography styling and messaging.
Product Branding
Each product brand was also named and packaged in tandem with BoldStep. ProTerra floor underlayment and AttentuWave sound control mat products each had their own related but distinct brand expressions.
Capsule developed packaging designs for both bags and labels, focusing on distinct color families that could withstand prolonged sun exposure without fading while being easily identified on pallets or in a warehouse.
Website Design
Ready for launch, Capsule designed the BoldStep website to proudly showcase its position, product and unique brand identity. The website is a natural extension of the brand and created to be a flexible and modular tool to accommodate future resources and product expansion as the company grows.
The Impact
Capsule was able to meet expedited timelines by running parallel paths, streamlining processes and managing multiple stakeholder needs without sacrificing creative quality.
With robust education, collaboration and rationale along the way the BoldStep team were equipped to socialize the brand and its intentional design strategy.
We’re proud that it has been well-received upon launch and introduces a trusted and more accessible material source to a hardworking and essential industry.
