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SCHAFFER MANUFACTURING

Challenge
Schaffer Manufacturing, a long-established heavy fabrication company specializing in Hardox® wear parts, needed a complete rebrand to modernize its image and better communicate the quality and durability behind its products. The existing materials felt dated and failed to reflect the company’s leadership in engineered performance.

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Process

The rebrand began with in-depth research into Schaffer’s market, competitors, and customer base. I developed buyer personas to guide both design and messaging, shaping a bold visual system built on strength and precision. Every element—from logo and color to layout and tone—worked together to communicate durability, trust, and performance.

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Solution
A bold, modern brand identity that elevated Schaffer’s market position and aligned its image with the premium reputation of Hardox® materials. The rebrand unified all marketing communications and reinforced the company’s core message of quality built to last.

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MY ROLE

Art Direction and Brand Development — leading design, visual system creation, and messaging alignment in collaboration with marketing and leadership teams.

 

DELIVERABLES

  • Full brand re-design and logo system

  • Brand standards and color palette

  • Product and capability literature

  • Trade show graphics and sales collateral

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