IBP began in 1977 and eventually grew to six locations serving the Midwest region. For much of its history, the company had succeeded through a winning combination of exclusive products and exceptional service. But as IBP grew into new markets, including EV charging stations and power backup systems, it needed a brand identity that told the full story of its capabilities.
Paradigm partnered with IBP on a range of projects designed to lay the foundation for a new chapter in the company’s history.
We started with a brand-centric discovery session where we discussed the IBP brand, the audiences it reached and the challenges it faced. From those conversations, it became clear that IBP was pursuing a world beyond the batteries that had made it so successful. Our charge was to equip IBP with the messaging to go to market with a bigger and broader story — without alienating its core battery customers.
We responded with a brand positioning document that outlined the core elements of IBP’s new messaging platform. This included a refined mission statement, new core principles and the addition of brand pillars that clarified IBP’s core strengths and target audiences. These elements combine to form a brand that’s centered on power and partnership. We positioned IBP as a trusted partner you could depend on to do three things: keep you charged, keep you ready and keep you happy.
With these elements in place, we were ready to roll them out on some of the company’s key collateral.
We also designed a series of logos to support a few of IBP’s key initiatives, like PowerCare and EV Charging. We designed them to live in harmony with the parent IBP brand, creating continuity and consistency within the system. Together, the logos build confidence in IBP’s service offerings and attract attention from customers.
Collateral Writing + Design
IBP’s sales process was heavily supported by printed collateral, much of which had not been revised in years. These pieces were introductory in purpose, but exhaustive in execution — featuring extensive product details and an overwhelming amount of information. We wanted to simplify these pieces and leverage them as attention-grabbers that would lead customers to their sales representative.
We rewrote several pieces to reflect the distinct tone and value propositions outlined in our brand positioning document. Then, we redesigned them with a focus on readability and hierarchy. We even designed a new folder to house multiple pieces that could be distributed at trade shows and other events. Together, IBP’s new collateral works in harmony to portray a strong and confident brand.
Schlichter Bogard & Denton