Role
Brand refresh, product literature, sales materials, and photography direction
Challenge
Cat Pumps had a strong reputation for quality, reliability, and long-lasting performance. The challenge was that their brand materials did not always communicate that strength clearly across literature, campaign materials, and digital assets. The goal was to modernize the brand while preserving the equity of the founder-created mark.
Process
The work began by understanding how distributors, technicians, and customers used the materials in real-world situations. From there, the focus shifted to improving hierarchy, organizing technical information, and building a stronger visual framework around the brand.
Solution
The updated system gave Cat Pumps a cleaner, more unified presence across literature, campaign materials, and digital assets. Product information became easier to navigate, the materials felt more aligned, and the refreshed approach supported a 20% lift in first-year sales.
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
