Unifying a Global Brand
STANLEY Engineered Fastening


When we were kids, if you told us that we’d head up a brand overhaul for a multi-billion-dollar global enterprise, we would’ve said, “my oatmeal is lumpy.”

But seriously: Stanley Engineered Fastening had a problem — a history of M&A left their brand landscape cluttered with dozens of names and logos, creating confusion and incongruity in the market. Moreover, this clutter served to obscure the equity established by some very strong names in their family of brands.

The Challenge

Create a unified global brand architecture, a polished aesthetic, and brand standards to convey precision and a focus on the future.

Our Approach

Based on an extensive research project commissioned by SEF, we developed a strategy to form a tighter family of strategic brands, comprised of five legacy brands and two new brands, which would play in new/different market segments.

Once we landed on a new brand architecture, we undertook to create identities that felt both distinct and familial.

To keep the brands close, we invoked similar negative space/cutouts in each logo (this also served to link these strategic brands to the SEF master brand). We constructed a vibrant color palette that served to set each strategic brand apart, while still complementing the whole set.

At the same time, we developed a new visual element (dubbed “The Connector”) that could be used across brands and materials to help solidify those relationships.

With gleaming new logos and an ownable visual element in hand, we refreshed every piece of collateral for SEF and the strategic brands — from sales tools and signage to product packaging and displays.

Finally, we put it all together in a gorgeous, glossy, 160-page book, spelling out — in exhaustive detail — new global brand standards and guidelines to propel Stanley Engineered Fastening into its second century.