Sterling

brand identity | print | signage | tradeshow | logo

Overview

This extensive rebrand has thoughtful organization and clarity of purpose. The minimal yet highly conceptual logo unifies a wide range of products across two disciplines and many sub-industries. Color is the chief anchor and differentiator of this highly-respected rope and vertical safety company from Biddeford, Maine.

Brand Identity

Symbol (registered USTPO)
Horizontal Variant (original type)
Vertical Variant
2º Badge

Industry Icons
Disciplines/Industries/Colorways
Category Icons

brand architecture elements

Brand Book

An employee-facing document setting the tone for the rebrand.

All portraits taken by Jeremy Harris with my art direction.

Print

Print Ad
Print Ad
Print Ad
Collateral Brochures

Tradeshow

Modular Display Panels
Tradeshow Booth
Booth Set Up

Modular panels display replaceable rope samples on custom-built rolling cabinets. Millwork by Creatacor.

Catalogs as Rebrand Personafied

Catalog Covers
Climb Catalog Spread

View PDF
Arbor Catalog Spread

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Work Catalog Spread

View PDF

Note: The prevailing industry convention for rope photography is a figure-8 "hank". Awkward in form, the hank undersold the rich patterns and colorways which Sterling ropes possess. I devised a simple coiling standardization, shot over backlit glass, for product photography (seen in the above catalogs) that solved that problem. It is engaging and dynamic, shows greater product detail and can be easily repeatable for a variety of rope sizes and applications.