Challenge
Cat Pumps already had a strong reputation for quality and a logo customers recognized. The issue was that the brand materials were not always as clear or consistent as the products behind them. The goal was to modernize the system without changing the founder-created logo.
Process
I started by looking at how the materials were actually used by distributors, technicians, and customers. A lot of the work came down to improving hierarchy, organizing technical information, and building a more consistent design system around the existing logo.
Solution
The updated system gave Cat Pumps a cleaner and more unified brand presence across literature, campaign materials, and digital assets. It made product information easier to understand and helped support a 20% lift in sales within the first year.
Building the Brand System
Modernizing the visual language while preserving the equity of the original logo
Improving Product Literature
Making technical product information easier to navigate, compare, and use
Extending the Campaign
Applying the brand system across posters, infographics, and social media banners
