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Brand Communications Planning + Design

keith walters | Brand Architect Strategic Planning Director

[email protected]

We are Brand Architects.

We build integrated brand identity and marketing communications that tell your brand story and enhance your presence in the marketplace. Our clients range from start-ups and not-for-profits to multinational organizations.

We have an experienced team of business & design professionals.

We share a common passion to create inspired work.

We understand business.

We are creative & strategic thinkers.

We create communications that enhance your image and drive your financial success.

O u r A p p r o A c h

Think & Feel. It describes what your brand identity and communications need to inspire. It describes what differentiates your organization, and the meaning you bring to market. Design without meaning is just pretty pictures. Brand communications with meaning have the power to inform, explain and persuade. They tell your story.

Think & Feel. It describes how we combine left-brain strategy with right-brain creativity. It describes the unique combination of life and enhanced meaning that should define every brand. We operate in the space between both sides of the brain, developing ideas that resonate across all points of contact. We tell your story.

O u r p r o c e s s

ANALYZe Defining opportunitiesWe think about your organization and research everything

about it. Through this targeted research, we analyze

your situation, discovering competitive insights and

strategic opportunities.

VerBALIZe setting the DirectionWe verbalize strategic objectives and develop your

Brand Profile™. Describing the essence of your organization,

it becomes the guiding document through which all

creative decisions are made and measured.

reALIZe producing the solutionWe put your organization in the best light to realize

positive and measurable results, efficiently producing

and effectively delivering your differentiating

communication tools.

VIsUALIZe creating solution optionsThe feel of your organization, expressed across all media

and touch points, brings your brand and key messaging

to life. We visualize and create brand assets for every

way you communicate.

research & analysis

strategic planning

Brand identity

employee branding

Marketing communications

Financial communications

environments

Internet marketing

Video & motion graphics

Market & industry research Perception research Internal branding research

Competitive research rOI research Benchmarking / Best practices Marketing audits

Communication plans Brand strategy & positioning Brand mission & vision Brand Profile

Key messaging & taglines New market opportunities Product development

Naming & nomenclature Visual identity Brand launch New product launch

Stationery systems Brand standards

Capabilities brochures Books Product literature Catalogs Advertising Direct mail

Social media Package design Internal communications

Environmental graphics Signage programs Trade show displays

Trade show support Point of sale

Website development Email campaigns Advertising

Animations Videos DVDs

Internal brand launch Employee communications

Annual reports Investor communications

O u r c A p A B I L I T I e s

F o c u s e d | C r e a t i v i t y

is driven by strategic objectives:

Design as communication, not decoration Strategic thinking—anticipating opportunitiesCreativity that tells a story

We work collaborativelY wi th you

to produce effective communications.

Efficient project planningClear communication & control of budgetsDo what it takes

We use our creativity to deliver Your message.

Identifying objectives firstVerbal positioning drives the visualDistinctive creativity, not a “house style”

Projects change, client

expectations shouldn’t.

A few simple truths are

at the heart of how we do

what we do.

t H i N K | F e e L

our creative solutions strike a b a l a N c e : .

Between intellect & emotionBetween passion & processBetween style & substance

W h a t y o u c a N e x p e c t

Case

Stu

dies

Actuant’s results are achieved from the execution of our Business Model,

illustrated below:

Here’s how it works. Actuant businesses focus on generating

strong cash flow which is either used to reduce debt or

reinvested into core growth opportunities and business

acquisitions. Actuant seeks to grow its core sales by 1.5-2.0X

GDP (Gross Domestic Product), focusing on new customers,

markets and geographies. We supplement that core

growth with acquisitions which either complement our

existing businesses or provide new markets or products.

We accelerate cash flow by improving margins via our

LEAD (Lean Enterprise Across Disciplines) continuous

improvement process and through acquisition synergies

utilizing AIM (Acquisition Integration Model). Robust

employee training and development ensures that we have

the right people in the right place to execute our strategies.

strategy

Executing this model enhances the diversity of our

revenue in terms of geography, customers and end

markets. In turn, that diversity provides a level of

consistency to our financial results.

The model emphasizes cash flow. It guides Actuant

decision-makers to consider the best return for every

incremental dollar of invested capital. Core growth

investments, acquisitions and all capital spending and

efficiency projects are evaluated based on their cash flow

return. Additionally, all employees’ incentive compensation,

from the CEO’s office to the shipping dock, is based on

return on invested capital.

4

Actuant’s emerges from our cash flow focused business model.

S A l E S rETurnS

Core

Internal

growthAcquisitions

Incremental

Earnings

growth

Employee development

& Training

P R O C E S S

A C T U A N T

Acquisition Integration Model

Free Cash

Flow rEInVEST

EPS

growth

return

on

Invested

Capital

rEduCE

dEBT

rESulTS

Power-Packer has broadened its served market to include

patient handling, offering a complete range of hydraulic and

electro-hydraulic actuators for applications such as hospital

beds, scan and operating tables and stretchers.

Power-Packer’s hydraulic pumps, cylinders, hoses and latches

have given truck manufacturers such as DAF, Scania and Volvo

the ability to lift cabs on cab-over-engine and conventional

trucks safely and efficiently for decades.

51%North

America42%

Europe

7%ROW

7% Other 2% Aerospace 2% Ag/L&G 3% OEM Electric 3% Residential Construction 3% Infrastructure 4% Power Generation 4% RV 5% Wholesale Electrical 5% Marine 9% Auto

22% Industrial/MRO

1 3% Retail/DIY

11% Truck

10% Oil & Gas

Other 6%Aerospace 2%

Agriculture/Lawn & Garden 2%Residential Construction 2%

OEM Electrical 2%RV 3%

Infrastructure 3%Power Generation 4%

Marine 5%Wholesale Electrical 6%

Auto 9%

10% Retail Electrical

10% Oil & Gas

1 1% Truck

22% Industrial/MRO


Ag/L&G 2%OEM Electric 3%

Residential Construction 3%Infrastructure 3%

Power Generation 4%RV 4%

Wholesale Electrical 5%Marine 5%

Auto 9%

51%North

America42%

Europe

7%ROW

7% Other 2% Aerospace 2% Ag/L&G 3% OEM Electric 3% Residential Construction 3% Infrastructure 4% Power Generation 4% RV 5% Wholesale Electrical 5% Marine 9% Auto

22% Industrial/MRO

1 3% Retail/DIY

11% Truck

10% Oil & Gas


Agriculture/Lawn & Garden 2%Residential Construction 2%

OEM Electrical 2%RV 3%

Infrastructure 3%Power Generation 4%

Marine 5%Wholesale Electrical 6%

Auto 9%

10% Retail Electrical

10% Oil & Gas

1 1% Truck

22% Industrial/MRO


Ag/L&G 2%OEM Electric 3%

Residential Construction 3%Infrastructure 3%

Power Generation 4%RV 4%

Wholesale Electrical 5%Marine 5%

Auto 9%

Sales by Geography Sales by End Market

The model also drives us to focus on designing and

assembling products our customers need. We add

value by superior engineering, product innovation and

logistics expertise. As a result, we are not asset intensive,

allowing more flexible manufacturing and reduced capital

spending requirements.

As an illustration, consider our Power-Packer truck

business. Power-Packer has been delivering hydraulic

actuation technology to truck manufacturers for almost

40 years. Power-Packer has become the leading global

supplier by continuing to improve product performance,

increasing system capabilities, reducing customer’s costs

and expanding geographically into markets such as Turkey,

Korea, China and Brazil. Power-Packer makes it easy for

Original Equipment Manufacturers (OEMs) by supplying

turn-key systems anywhere in the world at a consistent

high quality standard. Power-Packer can expand to meet

demand without significant additional investment in

plant and equipment, and is well positioned to extend its

technology into other end market applications, including

off-highway vehicles and medical applications.

Actuant continues to focus on creating shareholder value

by emphasizing both growth and above-average returns on

invested capital. The disciplined execution of this business

model has served Actuant well in the past, and will continue

to direct our growth strategy into the future.

Actuant’s Diversity — 2008 Revenues $1.66 Billion

5

Actuant’s emerges from our cash flow focused business model.

Actuant has delivered a 20% compound annual growth

rate in sales since the 2000 spin-off. In 2008, Actuant

businesses like Hydratight, Enerpac and Maxima

benefited from robust global demand in energy, natural

resources and commodity-linked markets. Declining

North American consumer confidence created end

market weakness for businesses including Gardner Bender,

Marinco and PowerGear.

Each Actuant business seeks to grow organically by

introducing new products, stretching its markets, or

expanding its customer base. It all begins with a strategic

plan. Each unit carefully examines market share and

industry trends, completes a map of current and potential

customers, and develops a plan to achieve core growth.

growth

Product innovation is one way the Actuant businesses

grow. This year, Enerpac introduced the new XVARI pump,

an air-powered hydraulic pump that provides better

control for the operator, is ergonomically designed and

leads to increased productivity. High-tech engineering

and extensive end-user research led to innovative

product features that promise to create more competitive

differentiation in this important product segment.

Actuant is capitalizing on technology and market trends

to drive core sales growth, including at Gits Manufacturing.

Gits’ precision air-flow valving technology is critical for

reducing harmful emissions, improving fuel efficiency and

enhancing horsepower in diesel engines and turbochargers.

Gits has the opportunity to expand its served market

beyond its traditional North American heavy-duty truck base

6

Actuant’s results from disciplined execution of our strategies.

It has been projected that 30% of Caterpillar’s

future growth is likely to be in China. As

Caterpillar takes a long-term, strategic view

of supplier relationships, Actuant’s growing

presence in China will provide better support

to this important customer.

Actuant’s Taicang, China, facility opened in August 2008 and

operates as an engineering and manufacturing base for Actuant

businesses, serving both the fast growing Asian market as well as

customers across the globe.

Using “Voice of the Customer”

techniques, Enerpac designed the new

XVARI air-powered hydraulic pump

to meet its customer requirements

for safety, performance and value.

to European and Asian trucks, off-highway vehicles and

certain passenger car and light-duty truck platforms.

Other Actuant businesses seek to leverage our global

facility base to expand, especially our growing footprint in

China. In August, Actuant opened a new manufacturing

and assembly facility in Taicang, which consolidates

three existing China-based operations into one. In addition

to manufacturing, Taicang will host shared engineering,

finance, customer service, human resources and marketing

functions to serve a number of Actuant businesses. It

will also work collaboratively with Actuant’s successful

sourcing operation, which today includes more than

150 people sourcing nearly $150 million in products and

components annually. The Taicang operation represents an

enormous opportunity for all of the Actuant businesses,

especially those seeking to enter and broaden their sales

in this important growth market.

Finally, Actuant’s global customer relationships also

create growth opportunities—especially in cases

where numerous Actuant businesses serve a common

customer. For example, Enerpac’s strong relationship

with industrial products distributor Grainger has opened

the door for other businesses such as Acme Electric

and Simplex. Another important global customer of

Actuant is Caterpillar. Currently, eight different Actuant

companies provide products or services to Caterpillar.

Global customers like Caterpillar seek out suppliers with

consistent quality, engineering, financial stability and a

global footprint, which our businesses provide.

7

Actuant’s results from disciplined execution of our strategies.

N a m i n g & B r a n d I d e n t i t yA c t u a n t C o r p o r a t i o n

2 0 0 8 a n n u a l r e p o r t

getting results

2008 Annual Report

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T H I e L d e s I G N | M i l w a u k e e | 4 1 4 . 2 7 1 . 0 7 7 5 | t h i e l . c o M

hile Enerpac has been a strong

contributor to the Actuant port-

folio for decades, the Joint Integrity product

line was built more recently via a series of

acquisitions. It is a great example of our

acquisition strategy as well as our global

diversification.

A torque wrench is where it all started.

While Enerpac sold hydraulic torque wrenches,

it was a small player. We identified oil and gas

and power generation as growing markets

where the torquing and tensioning of bolts was

mission critical. This led us to acquire Hedley

Purvis and Hydratight Sweeney, both United

Kingdom based companies, in 2005. With these

acquisitions, Actuant became a complete joint

integrity solutions provider.

Geographic Sales ● 40% North America ● 40% Europe● 20% Rest of World

Sales by End Markets ● 40% Industrial ● 30% Oil & Gas● 10% Infrastructure● 10% Power Generation● 5% Workholding● 5% Other

I N D U S T R I A L

W

S e g m e n t P r o f i l eIn 2007, our Industrial Segment generated sales of $427 million, a 31% increase over 2006, including 13% core growth. We provide high force hydraulic tools for use in end-market applications as diverse as positioning the roof on the Olympic Stadium in Beijing to lifting and positioning aircraft wings on today’s largest aircraft prior to attachment. Our joint integrity product line provides safety critical maintenance and repair products and services to global oil and gas and power generation customers.

Wind turbine manufacturers

as well as wind farm

maintenance contractors

rely on our products

to ensure safe and

reliable connections.

Product Lines ● 62% High Force Hydraulic Tools ● 38% Joint Integrity

4

Product Lines

Sales by End Markets● 40% Industrial

Geographic Sales● 40% North America

Subsequent acquisitions of D.L. Ricci, based

in the U.S., and Injectaseal, based in Germany,

extended the geographic reach as well as

broadened the product and service portfolio to

include machining and leak sealing. Together,

these businesses are known today as Hydratight,

and comprise our Joint Integrity product line.

The central value Hydratight provides customers

is reduced downtime and increased safety due

to reliable connections.

Hydratight’s breadth and depth of products

and services is substantial. Our ability to develop

integrity-related solutions enables us to work

with the leading companies in our served

industries. With more than 20 locations stra-

tegically positioned across five continents,

including the U.S., Brazil, Singapore, United

Kingdom, Saudi Arabia and a newly opened

facility in Kazakhstan, Hydratight is truly a

global enterprise.

For oil and gas, our competencies extend

to both on and offshore facilities as well as

topside and subsea. Hydratight products and

services are used during the full life cycle of an

installation, from construction to decommis-

sioning. The maintenance cycle of the joints on

rigs and pipelines is critical to both safety and

uptime, and Hydratight provides an unparal-

leled package of products and services to

execute these requirements.

Reliable connections are a necessity in the

power generation industry as well. Whether

bolting in place the reactor head at a nuclear

power plant or holding the blades on a wind

turbine, failure is not an option.

Globally, wind turbine capacity is growing in

excess of 25% per year, and more than 45 gov-

ernments around the world have enacted laws

and regulations to support the growth of

renewable energy sources like wind power.

5

Torque wrench sales

through Enerpac

distribution tripled since

the 2005 acquisition of

Hydratight, highlighting

one of the revenue

synergies associated

with building out the

joint integrity product line.

Torque wrench sales

through Enerpac

Hydratight provides cutting edge technology

and service to assure safe and reliable connec-

tions for these “green” energy sources. Our

technology is specified by leading wind turbine

original equipment manufacturers globally

including Gamesa, General Electric, Mitsubishi,

Siemens and Vestas. We supply and support

the full gamut of parties involved in the erec-

tion and maintenance of wind farms, including

the OEMs, erection contractors and ongoing

maintenance providers. Hydratight has been

involved in key projects such as Horse Hollow,

the largest wind farm in the U.S. (located in

Texas), and North Hoyle, the United Kingdom’s

first major offshore installation.

Looking ahead, we will continue to augment

Actuant’s Industrial Segment with new products

and services and expand its geographic reach

to assist customers in meeting increasing

global demands.

Actuant Corporation

Milwaukee, Wisconsin

Naming & Brand Identity

the former applied power corporation

became actuant as a result of splitting-

off the manufacturing services of applied

power into this new company. the company

manufacturers high-force hydraulic lifts,

automotive con vertible top systems and

electrical tools and supplies. Because many

of the company’s manufactured products

involve action and actuation, the coined name

actuant was developed and selected to reflect

these attributes, as well as for its strong

sound. the logomark projects strength and

motion through its imbedded graphic icon and

typography. the company has grown into a

successful and profitable entity.

2 0 0 7 a n n u a l r e p o r t

2 0 0 6 a n n u a l r e p o r t

p r e v i o u s y e a r s a n n u a l r e p o r t s

n e W i D e n t i t y

ctuant2 0 07 a n n u a l re p o r t

G L O B A L L YD R I V E N T O L E A D

N a m i n g & B r a n d I d e n t i t yA G A r c h i t e c t u r e

s tat i o n e r y c o m p o n e n t s

n e w n a m e & i d e n t i t y a n n o u n c e m e n t

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AG Architecture

wauwatosa, wisconsin

Launching the Brand

a change of ownership prompted a name

change and identity update for this architectural

firm specializing in residential communities.

the new identity suggests the new partnership,

and the element of community, supporting the

positioning phrase “a sense of community.”

the new identity was launched with a memorable

direct mail piece, and is supported by integrated

communications that expand on the positioning

phrase and its meaning for the firm and its work.

ity

n e w s l e t t e r

d i r e c t m a i l

c a pa b i l i t i e s b r o c h u r e

n e w i d e n t i t y

B o s t i k , I n c . M a r k e t - s p e c i f i c C o m m u n i c a t i o n s

t r a d e s h o w d i s p l ay

p r o d u c t & p r o c e s s p o s t e r s

P E R S O N A L LYCOMMITTEDCOMMITTEDCOMMITTEDCOMMITTED

COMMITME NT & PE RSONAL ATTE NT ION

We are the resource that will work with you to understand

your needs and provide exactly the right solution. From

initial needs analysis through product support, you benefit

from our consultative approach. We listen to you and

study your product design, materials and manufacturing

process in order to specify the right sealant and provide

the application knowledge that is critical to your success.

Concern for our customer

drives our business

approach, our culture—

and YOUR SUCCESS.

O u r u l t i m a t e g o a l

i s t o h e l p y o u a c h i e v e

HIGH PRODUCTIVITY

WITHOUT LINE PROBLEMS.

Our business approach is

C U S T O M E R - F O C U S E D and

centered on A D D I N G V A L U E .

C L E A R L YSUPERIORSUPERIORSUPERIORSUPERIOR

W I N D O W S E A L A N T S

COMMITTED

VA L U E B E Y O N D T H E S E A L A N T

Throughout the world, Bostik is the industry-leading

resource for window manufacturers. Choose our people,

our insight, our products and our technology for the

greatest total value.

Beyond windows, Bostik brings specific knowledge and

superior products to door manufacturers. Also look to

Bostik to bring you sealants and adhesives for a wide

range of applications, including packaging, product

assembly, pressure-sensitive labels and converting.

(414) 774-2250

www.bostik-us.com

OUTSIDEBack Cover Front Cover

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Bostik, Inc.

milwaukee, wisconsin

Market-specific communications

this industrial adhesives and sealants

manufacturer required a system of product

literature and communications tools to

address multiple products and customer

groups to explain the differentiating attributes

of both the company and its adhesive products.

while maintaining consistency, individual

product literature components, direct

mail and trade show materials highlight

each product’s attributes and applications

to specific markets. Key customer groups

are addressed with differentiating value

messages and materials that promote the

specific performance characteristics of each

product, and raise the level of awareness

of the product and corporate brands.

ta b l e t e n t

h y g i e n e a d h e s i v e s b r o c h u r e

B r a n d I d e n t i t y P r o g r a mC r e a t i v e B u s i n e s s I n t e r i o r s

P r o P o s a l s y s t e m & P o c k e t f o l d e r

b r a n d l a u n c h d i r e c t m a i l

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Creative Business Interiors milwaukee/madison, Wisconsin

Brand Identity Program

strategic objectivescommunicate the breadth of the firm’s business interiors capabilities.better represent the creativity of the firm with an updated identity.develop a unique positioning phrase.develop verbal & visual consistency in communications.

strategic toolsmarket research revealed opportunities for the desired “creative” positioning, and the need to update the perception of the firm’s capabilities.the new visual identity features a contemporary icon that symbolizes a “space” being influenced by creativity, combined with contemporary typography.the positioning phrase “experts at Work” conveys the expertise of the firm as a designer and builder of work spaces.the bright and fresh color scheme attracts attention and helps to project a more dynamic positioning.there is consistency among all communications in all media.a brand launch direct mail piece introduces the new identity and defines the firm’s capabilities—”creative is Planned, constructed, Painted, furnished, installed.”a new web site features simple navigation, a unique format and simple access to examples of the firm’s work.applications of the new identity include a fleet of vehicles which serve as rolling billboards.

Return on objectivesin the year following the new brand development, the firm experienced the 2nd best year in its history.

“the new brand identity has dramatically increased our presence and visibility, and has made us a player. our new brand signals that we’re strategically thought-out, and that we’ve invested in the details of our business. the consistency of our communications projects a professional organization. People think we’ve dramatically increased our fleet, although we have the same number of trucks on the road!”

Gary A. Zimmerman, Jr.PresidentCreative Business Interiors

creativebusinessinteriors.comMILWAUKEE 11217 West Becher St. Milwaukee, WI 53227 ph. 414.545.8500 fax. 414.545.8588

M A D I S O N 1810 Wright St. Madison, WI 53704 ph. 608.249.0904 fax. 608.249.7350

1121

7 W

est

Bec

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St.

Milw

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I 532

27

FLAP

creativebusinessinteriors.com

MILWAUKEE 11217 West Becher St. Milwaukee, WI 53227

MADISON 1810 Wright St. Madison, WI 53704

ph. 414.545.8500 fax. 414.545.8588

ph. 608.249.0904 fax. 608.249.7350

MILWAUKEE

414.545.8500

T R AC Y S AGGIO

Construction Services Coordinator

[email protected]

s tat i o n e r y & b u s i n e s s Pa P e r s

W e b s i t e

m e r c h a n d i s e

B r a n d I d e n t i t y P r o g r a mF r a n t z G r o u p , I n c .


p r o p o s a l s y s t e m

T H I E L D E S I G N | m i l w a u k e e | 4 1 4 . 2 7 1 . 0 7 7 5 | t h i e l . c o m


Participate in the survey,

and your name will be entered

in a drawing to win an

Apple iPhone that will make

you the envy of your friends.

www.thefrantzgroup.comwww.qsrmagazine.com2007 Franchisee Technology Adoption Survey is co-sponsored by QSR Magazine and Frantz Group. Participation in this survey is restricted. It is only for QSR franchisees or their designees responsible for selecting, recommending or approving the purchase of technology used to run their franchised restaurant(s). Participants will be validated. Limit: one entry per person and per email address. For detailed information visit: qsrmagazine.com/survey/rules.

calling all franchisees

Participate in the 2007 Franchisee

Technology Adoption Survey™ to

help form a collective opinion that

will inform the industry.

Fill out the survey online:

www.qsrmagazine.com/survey

July 23 to August 22

The goal of the survey is to

understand technology adoption from

the QSR franchisee perspective.

This survey, which can drive change, is

your opportunity to communicate back

to franchisors and technology vendors —

to make it faster, easier and more effi cient to

integrate new technology into your franchise.

W E W A N T Y O U R O P I N I O N

TFG2919 QSR-Adƒ.indd 1 7/9/07 5:05:51 PM

p r i n t a d v e r t i s i n g

w e b s i t e

d i r e c t m a i l

Frantz Group grafton, wisconsin


Strategic objectives reinforce the firm’s market position and emphasize its focus on providing direct marketing services exclusively to technology companies.update the visual identity to begin the firm’s brand story.

Strategic toolsmarket research revealed the positive client perception of the firm’s total focus on technology marketing.the new logomark visually communicates the firm’s element of focus, and includes a strong and meaningful icon.the Focus is Power positioning phrase strongly communicates the firm’s focus, and is illustrated on certain applications with a symbolic depiction.the brochure is designed around the element of focus and describes the firm’s focus in delivering integrated direct marketing services.a direct mail piece represents the firm’s personal attention to clients, and the unique fold allows the cap of the Frantz employee to change to the client’s cap, as “we become you.”

Return on objectivesthe firm has realized immediate success in attracting clients around the Focus is Power positioning, and is differentiated in the market.employees are energized around the new brand identity, and the firm’s interiors and merchandise help to bring the brand alive.

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B r a n d I d e n t i t y P r o g r a mG R A E F

w e b s i t e s p l a s h pa g e

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s tat i o n e r y & b u s i n e s s pa p e r s

p r o p o s a l s y s t e m

GRAEF milwaukee, wisconsin


strategic objectiveschange the previous name of graef, anhalt, schloemer & associates, which limited the firm’s growth and activities in some national locations, was hard to pronounce, and the ethnic sound of the name was not universally well received.update the dated visual identity and other communications components.develop new language to better communicate the firm’s broad capabilities and close relationship with clients.

strategic toolsmarket research revealed the firm’s trusted advisor positioning with clients, and the opportunities to simplify the name and identity, especially with regard to national expansion.the new name graeF institutionalizes the firm beyond the names of the founding partners, and retains the simplest of the three names to pronounce.the accent mark over the “a” in graeF helps in pronunciation, and becomes a key structural element in the new logomark, as well as a format device in applications.the new colors represent the firm’s work in both the built and natural environments.the new positioning phrase “collaborate | Formulate | innovate” describes the firm’s working relationship with clients.the external brand launch piece reinforces the firm’s new first name, leading with the message “call us by our first name,” and features employees from the firm’s offices.brochure and proposal templates allow the firm to customize print pieces and combine print-on-demand with pre-printed components.

Return on objectives“our previous name and identity held us back from national expansion. our new brand identity is much more compelling going into new markets beyond wisconsin, and exhibits a much higher level of professionalism. it was implemented as part of our strategic plan. our new brand has also resulted in an increase in self pride with employees, and has brought together our national offices.”

John Kissinger P.E., s.E.Regional Vice PresidentGRAEF

n e w & o l d l o g o

i n t e r n a l b r a n d l a u n c h

M a r k e t i n g C o m m u n i c a t i o n sI n l a n d P o w e r G r o u p

d i r e c t m a i l e r

c o m pa n y n e w s l e t t e r

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Inland Power Group

Butler, wisconsin

Marketing communications

evolving from the previous dual name detroit

diesel & allison transmissions, inland

power Group now represents the activities

of the company to repair vehicle fleets and

provide key parts to keep commercial vehicles

running. the positioning phrase “ready

to run” describes the key value of the

company to keep vehicle fleets

and commercial transportation vehicles

operating and on the road. integrated

communications components are designed

to convey power and movement, and the

people behind the company’s critical services.

c o m pa n y B r o c h u r e

a d v e r t i s i n G

B r a n d l a u n c h m a i l e r

J o h n s o n O u t d o o r s N a m i n g , I d e n t i t y & C o m m u n i c a t i o n s

i n v i tat i o n & r e s p o n s e c a r d

Jo

hn

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ou

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oo

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i

nc

.

Watercraft

r e ta i l s t o r e g r a p h i c s

a n n u a l r e p o r t s

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o l d l o g o

n e w n a m e & i d e n t i t y


Johnson Outdoors

racine, wisconsin

Naming, Identity & communications

outdoor recreational products was not apparent

in this company’s previous name, Johnson

worldwide associates, and its visual identity

did not relate to the diverse outdoor brands

distributed by the company. the new name

Johnson outdoors and new identity simply

and directly convey the essence of the

company and its many brands, and also

connect the Johnson name to the outdoors.

the visual identity depicts an outdoor setting

with branded products boldly presented

in annual reports and other communications

materials.e x t e r i o r s i g n a g e

C o r p o r a t e C o m m u n i c a t i o n sJ o y G l o b a l

E m p l o y E E D E v E l o p m E n t p r o g r a m

Joy Global Inc.

Employment Value Proposition

Digging DEEPEr.

Reaching FaRtheR.

To identify Employment Attributes that attract and help retain

superior talent, we surveyed over 1,000 people, including

new and tenured employees, employees who have left us, and

candidates who have chosen not to join us.

We also studied the best-in-class results of a landmark

survey by the Corporate Leadership Council to learn what various

companies are doing to attract and retain good people.

joy global survey

1,100 Joy global employees

16 Lost candidates

19 Lost employees

gathering insight

2

To attain our long-term Strategic imperatives, we need to

continuously improve the caliber of our teams.

We must attract and retain high-performing people who

have technical skills, experience, contacts and resources, people-

skills and passion — to step in, step up and succeed.

objectives

joy global strategic imperatives

Growth

Operational Excellence

High Performance

Shareholder Value

10

EVP = Messaging + Delivery

Toward our objectives, we must project a strong Employment

Value Proposition that gives Joy Global a competitive advantage

in the labor market.

how we need to operate

As an organization we will:

Consistently communicate our commitment

to provide Development Opportunities and

Future Career Opportunities.

Facilitate Development Opportunities and

Future Career Opportunities that increase

as our business grows.

messaging

delivery

11

Joy Global

milwaukee, Wisconsin

Corporate Communications

the distinctive Joy global Careers website

is the company’s foremost tool for attracting

prospective employees. the site is designed

to convey that Joy global is “the team to be on” —

highlighting the culture and people, performance

expectations, technology focus and fiscal strength

of the global corporation.

the 24-page Employment value proposition

booklet defines Joy global’s Employee Development

program for the hundreds of managers worldwide

who are responsible for developing and retaining

high-performing talent. this “bible” sets the CEo’s

expectations of management leaders.

the Joy global Inc. annual report is a vital

instrument for conveying the corporation’s financial

performance and strategic direction to the

investment community. Critical sensitivity

is essential in developing the appropriate verbal

and visual messaging that influence decisions

about investing in the company.

T H I E L D E S I G N | m i l w a u k e e | 4 1 4 . 2 7 1 . 0 7 7 5 | t h I E l . C o m

fo

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E m p l o y E E r E C r u I t I n g W E b s I t E

a n n u a l r E p o r t s

j o y g l o b a l i n c . 2 0 0 7 a n n u a l r e p o r t

global reach. leading technology.

2008annual report

joy global inc.

october 30, 2009 october 31, 2008 % Change

Net sales 3,598,314 3,418,934 5

Gross profit 1,152,800 990,005 16

Gross Profit Percentage 32.0% 29.0%

operating Income 702,312 551,204 27

Operating Income Percentage 19.5% 16.1%

Net Income 454,650 374,278 21

diluted earnings per share 4.41 3.45 28

Cash dividends per share 0.70 0.63 11

shares outstanding 103,104 108,425 (5)

(in thousands, except per-share information)

f I N a N C I a L H I G H L I G H t s

JoY GLoBaL INC. is a worldwide leader in manufacturing, distributing and servicing

equipment for surface mining, through its p&H Mining equipment business and

underground mining, through its Joy Mining Machinery business.

revenue (in millions) eBit (in millions)

0%

20%

40%

60%

80%

100%

AftermarketOriginal Equipment

Aftermarket Sales %

$0

$1000

$1500

$2000

03 04 05 06 07 08 09

$500

Free cash Flow* (in millions)

*Reconciliation available at www.joyglobal.com

Free Cash Flow

$200

$100

$0

$500

$600

03 04 05 06 07 0908

$400

$300

return on invested capital*

*Reconciliation available at www.joyglobal.com

20%

10%

0%

40%

50%

03 04 05 06 07 0908

30%

$200

$0

$600

$800

03 04 05 06 07 0908

$400

1

to o u r s H a r eH o L d er s

Our fiscal year began with the global economy rapidly

headed into recession and with commodity end-markets

in a virtual freefall from their record levels of 2008. Our

customers reacted quickly by reducing production levels

and deferring mine expansion projects. Despite the pressures

at the time, we addressed resulting contract cancellations

and deferred Letters of Intent in a manner that served

the long term interests of our business and preserved the

goodwill of major customers. I believe we balanced these

two objectives appropriately, and will benefit from our

actions when these projects are re-activated.

The sudden decline in incoming order rates caused us to

adjust our own business. Costs have come down by more

conventional volume-based reductions, but we have also

made systemic changes in our cost structure. We moved

I am pleased to report that our fiscal 2009 was a year of record

performance and significant accomplishments despite many challenges

that resulted from unprecedented volatility in our end-markets.

This past year we delivered record revenues, record earnings and record

profitability, and we improved many other areas of performance. Earnings

per share were up 28 percent to $4.41 on a 5 percent increase in revenues

to $3.6 billion. Our operating profit margin increased by 90 basis points

from our prior best to 19.5 percent. Process improvements also helped

working capital velocity, and we reduced both Accounts Receivable and

Inventory on higher sales. We also generated our second highest level of

cash from operations despite a reduction in excess of $200 million in

customer Advanced Payments due to declining backlogs. I am also proud

to report that 2009 was our safest year ever, with a lost time incident rate

below 0.7 per one hundred full time workers. To put this in perspective,

it is less than one-fourth the average rate of all manufacturing.

Michael W. Sutherlin President and

Chief Executive Officer Joy Global Inc.

F o c u s e d o n t h e F u t u r e o F M i n i n g

J o Y G L o B a L I N C . 2 0 0 9 a N N u a L r e p o r t

B r a n d I d e n t i t y P r o g r a mK o l b + C o .

m o d u l a r f i r m b r o c h u r e

W e b S i t e

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Kolb+Co.

milwaukee, Wisconsin


the accounting firm previously known as

Kolb lauwasser added complimentary

businesses to serve its clients beyond

traditional accounting and cPa services. a new

firm name and brand identity signals these

additional capabilities beyond accounting. the

firm is now known as Kolb+co., with a visual

identity that features a distinctive “plus

sign,” representing the firm’s additional,

value-added services, as well as the

mathematics and measurement inherent in

the firm’s services. a nomenclature system

re-named the complementary businesses

under the Kolb+co. name. marketing

materials and advertising are unified, with

the plus sign serving as a meaningful and

rememberable visual element.


d i r e c t m a i l

“ Pa r t n e r S ” a d c a m P a i g n

o u t d o o r a d v e r t i S i n g

“ l e a d g e n e r at i o n ” a d c a m P a i g n

n e W l o g o

o l d l o g o

CASE STUDY M e r i t o r R e - B r a n d i n g C o m m u n i c a t i o n s P r o g r a m

AHERITAGE OFINNOVATION

More than 100 years of engineering innovation and technological breakthroughs stand behind the development of Meritor’s industry-leading drivetrain, mobility, braking and aftermarket solutions.

Our name has changed.Our heritage of innovation remains.

meritor.com

THE EVOLUTION OF THE MOST

SUCCESSFUL TANDEM AXLE IN THE

COMMERCIAL TRUCK INDUSTRY, —

THE 14X TANDEM AXLE — TAKES

THE QUALITIES OF ITS PREDECESSOR

AND RISES TO ANOTHER LEVEL.

Advanced, eco-engineered features include:

A 2.47 axle ratio option — the fastest in the industry.

The most complete range of ratios in the industry (2.47-7.17).

A more robust inter-axle differential assembly

Meritor’s proprietary Amboid® design — which reduces vibration and promotes longer life for all powertrain components — now standard .

EVOLUTION IN PROGRESS.

a D v e r T i S i n g

p r o D U c T b r o c h U r e S

THE HIGHWAY IS LONG. OUR HISTORY FOR INNOVATION IS LONGER. For on-highway operations like truckload, less-than-truckload, distribution and leasing, you need

components that can take whatever the road dishes out. Mile after mile, year in and year out.

As the world’s largest independent manufacturer of commercial truck axles for a broad range of vehicle

applications, Meritor axles deliver the performance, reliability and efficiency that today’s fleets and end

users demand. Plus reduced maintenance and operating costs.

BUILT ON A LEGACY OF FORWARD THINKING. Our heritage of over 100 years of “forward thinking” has produced unsurpassed leadership in the design, engineering and manufacturing of axles for the global transportation industry. Today we are recognized as the global axle leader across all markets from light to heavy to severe duty. We offer the broadest range of axles that provide our customers with proven axle technology innovations.

AXLE TECHNOLOGY HERITAGE. Our longevity is based on a rich heritage of product performance, customer service and engineering expertise in axle and gearing technology. Nobody does it better. We’ve mastered the combination of leading-edge engineering, advanced gear-cutting, component durability and lightweight materials to support virtually every on-highway application.

AXLE MANUFACTURING PROCESSES AND GLOBAL LOCATIONS. Our engineering capabilities and manufacturing facilities reach from Asia and the Pacific Rim to Australia to Europe to North America and South America. We are proud of our proven success in global platform design. Our manufacturing capabilities are supported by six Global Engineering Centers of Excellence, with an electronically linked infrastructure for knowledge sharing and process collaboration.

OUR AXLE AND BRAKING SYSTEM FAMILIES ARE WORLD LEADERS. Meritor is recognized throughout the industry for being a world leader in both the axle and braking system categories. Our company has provided many game-changing axle and braking technology innovations, and we continue to lead the way in product performance, customer service and engineering expertise.

EVERYTHING YOU NEED TO STAY AHEAD. Our full line of front, tandem and single rear on-highway axles features forward-thinking innovations designed to give you a true competitive edge. And all are backed by industry-leading service and support and comprehensive warranty coverage. No other axle supplier delivers such a complete solution to keep your operation moving forward.

ALL THE DETAILS YOU NEED. Following are complete specifications and benefits for all of our front, single rear and tandem on-highway axle models.

M E R I T O R O N - H I G H WAY A X L E S

Meritor Heavy Vehicle Systems, LLC2135 West Maple RoadTroy, Michigan 48084-7121 USA

Litho in USA. Revised 03-11SP-09149 (68322/11900)

©2011 Meritor, Inc.

Vehicle models, brands and names depicted herein are the property of their respective owners, and are not in any way associated with Meritor, Inc., or its affiliates.

For more information,

call OnTrac at 866-668-7221

or visit meritor.com.

M E R I T O R ® O N - H I G H WAY A X L E S

M E R I T O R ® P E R M A L U B E ™ R P L S E R I E S D R I V E L I N E S

PERMANENTLY LUBRICATED. SEALED FOR LIFE.

Meritor Heavy Vehicle Systems, LLC2135 West Maple RoadTroy, Michigan 48084-7121 USA

Litho in USA. Revised 03-11SP-1093 (68322/11900)

©2011 Meritor, Inc.

For more information,

call OnTrac at 866-668-7221

or visit meritor.com.

meritor ® oFF -H iGHWAY Dr iVetrA iN cAPAB iL it i eS

XCEPTIONAL INNOVATION

M E R I T O R M P G S P E C 1 4 X ™ TA N D E M A X L E

MERITOR ® F IRE AND RESCUE CAPAB IL IT I ES

ADVANCED BRAKING SOLUTIONS

PREMIUM STOPPING PERFORMANCE.

Meritor understands that premium stopping performance is a must in fire and rescue, which often

requires safe but aggressive driving at maximum payloads. That’s why we’ve developed, in conjunction with

Meritor WABCO, a high-performance stopping package that optimizes performance and life-cycle for fire

and rescue applications.

FOUNDATION BRAKING. As the industry brake leader, you can expect an array of braking options to choose what’s best-suited for your application. Our Q Plus cam brake is an industry standard, offering premium stopping performance and minimal maintenance. For extreme durability, our Cast Plus delivers the added robustness needed for some fire/rescue applica-tions. And for superior resistance to fade, the EX225 offers proven reliability in frequent-stop applications. Whatever brake package best suits your axle and application, trust that Meritor’s heritage of braking performance in the fire and rescue industry ensures that it’s engineered for maximum performance in the most demanding of work environments

SMARTTRAC ANTI-LOCK BRAKING SYSTEMS. Why trust your vehicle’s stability to anything less than the proven performance of Meritor WABCO’s SmartTrac ABS? Available in 4S/4M, 6S/4M and 6S/6M configurations, the complete range of systems ensures you get the right solution based on the extreme needs of the fire/rescue application, number of axles and type of suspension system running under the vehicle. Meritor WABCO ABS systems are available in a range of configurations appropriate for fire and rescue. Their proven performance, simplet diagnostics and minimized parts requirements are certain to appeal to the fire and rescue market.

EX225 Air Disc Brakes.

The EX225 is a twin-piston air disc brake for axle

ratings over 23,000 GAWR. Increased pad volume

delivers longer and more consistent performance

throughout the life cycle of the vehicle while

a high power-to-rate ratio delivers maximum

stopping performance.

Single-Piston Air Disc Brakes.

Meritor WABCO leads the way in single-piston air

disc brakes with products that offer increased

pad thickness, longer life and lower maintenance

costs.

PAN Range.

Designed specifically for trailer applications, the

PAN family of brakes combines best-in-class

braking torque output with low weight, long pad

life and low cost of ownership. The single-piston

design is compact for easy axle adaptation in a

variety of applications.

n Thicker pads offer longer service intervals and

lower maintenance costs

n Encapsulated guiding system is made with

protective metal

n Brake caliper provides an advanced surface

coating

n Spreader plate shields the piston boot from

high thermal stress

RSSplus™ Roll Stability Support.

RSSplus is the next generation of Meritor WABCO’s

roll stability support system. It incorporates industry-

leading ABS performance, key safety features

and improved roll mitigation. RSSplus helps the

driver maintain trailer and overall vehicle stability

while integrating ABS, Power Line Carrier (PLC)

communications for the transfer of data to an in-cab

PLC Display, and telematics capability for transmitting

real-time trailer data to fleet headquarters.

The system simultaneously monitors trailer wheel

speed, lateral acceleration and suspension pressure.

If the vehicle approaches its rollover threshold,

RSSplus automatically applies trailer brakes as

needed in order to reduce the risk of rollover and

to help the driver bring the vehicle under control.

n Compatible for use with spring suspensions as well

as air-ride suspensions

n Premium 2-modulator (2M) roll mitigation system

n ABS and PLC functionality

n Incorporates diagnostics and meets Society of

Automotive Engineers (SAE) recommendations using

TOOLBOX software, PC or simple blink codes and

PLC at the nose of the trailer

n Advanced “intelligent” communications capabilities

through onboard data recording with instant event

broadcasting capability via PLC communications or

telematics devices

n Anti-corrosion treated cast valve

n Integrated filters for both control and supply air

n Available for aftermarket retrofits on trailers already

equipped with Meritor WABCO ABS or a different

ABS brand

n Optional stoplight activation power cable to

illuminate the brake lights during an RSS event

RELIABLE, LOW-MAINTENANCE DRIVELINES

PERMANENTLY LUBRICATED. SEALED FOR LIFE.

Meritor Permalube RPL Series Drivelines are the first in the North American heavy-duty commercial

vehicle industry to be permanently lubricated and sealed for life. The advantage? Reduced operating

and maintenance costs, industry-leading warranties, easy serviceability and extended U-joint life.

PERMALUBE RPL SERIES DRIVELINES. Permalube RPL Series Drivelines are the only drivelines available for fire and rescue vehicles in North America that are permanently lubricated and sealed for life. This feature results in reduced operating and maintenance costs, the longest warranties in the industry, easy serviceability and extended U-joint life. RPL Series Drivelines deliver significatnly higher torque capacities than competitors’ products, and their advanced sealing features include an E-coated, protective steel guard that shields against contaminants and debris.

PERMALUBE RPL SERIES DRIVELINES SPECIFICATIONSSERIES

RPL25SD*

RPL25

RPL20

RPL20

SD* = Severe Duty

REPLACES

18N

176N/18N

17N/176N

17N

U-JOINT RATING

25,000 N-m

25,000 N-m

20,000 N-m

20,000 N-m

APPLICATION

Main Driveline

Main Driveline

Main Driveline

Inter-axle Driveline

TUBE SIZE

4.69” x .230” wall

4.59” x .180” wall

4.095” x .180” wall

4.095” x .180” wall

VOCATION

Linehaul

Linehaul

Linehaul

Linehaul

A CULTURE OF GIVING

VO

LUN

TEER

ISM

EDU

CAT

ION

HEA

LTH

& H

UM

AN

SER

VIC

ES

DIV

ERS

ITY

SU

STA

INA

BILIT

Y

As a leading global supplier to the motor vehicle industry, Meritor understands the value of building better axles, brakes and the many other innovations we create. We also understand the value of building better places for our employees to live and raise their families. Thank you for providing us the opportunity to contribute to the success of this community and support a worthy cause.

meritor.com

WE’RE BULLISH ABOUT OUR COMMUNITY

C I V I C I N V O LV E M E N T

V O L U N T E E R I S M

E D U C AT I O N

D I V E R S I T Y

S U S TA I N A B I L I T Y

COMMUNITY SERVICE IS IN OUR DNA

H E A LT H &H U M A N S E R V I C E S

A R T S & C U LT U R E

As a leading global supplier to the motor vehicle industry, Meritor understands the value of building better axles, brakes and the many other innovations we create. We also understand the value of building better places for our employees to live and raise their families. Thank you for providing us the opportunity to contribute to the success of this community and support a worthy cause.

meritor.com

MERITOR RIDESENTRY™ TRAILER SUSPENSIONS

EASY RIDES

What if...your truck could see?your truck could see?

MERITOR 14X™ TANDEM DRIVE AXLE

AXLES EVOLVED

SCIENCEFRICTION

MERITOR Q PLUS™ CAM BRAKES

c o m m U n i T Y b r o c h U r e a n D a D v e r T i S i n g

D i S p l aY b a n n e r S

fo

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®

T H I E L d E S I G N | m i l w a u k e e | 4 1 4 . 2 7 1 . 0 7 7 5 | T h i e l . c o m

b r a n D S Ta n D a r D S

S TaT i o n e r Y

m e r c h a n D i S e S T o r e w e b p o r Ta l

Meritor Corporation

Troy, michigan

Re-branding Communications Program

The previous arvinmeritor name and brand

identity was diluted and misunderstood,

with no unified and cohesive global brand

standards. global research determined the

strength of the stand-alone meritor brand

name and the strength of the bull icon.

a comprehensive brand standards manual

was developed and implemented globally,

outlining and detailing the new logomark

usage standards. Format standards and

templates were developed for stationery,

print literature, advertising, signage,

electronic communications and merchandise,

as well as internal and external launch

components. in addition, usage stan-

dards were created and confirmed for all

meritor subsidiaries.

research, design and implementation

activities were accomplished over a period

of nine months, and were implemented by

a global brand team, responsible for

implementing the new program in their

global region.

n e w l o g o m a r k

Ad / Brochure / Sell Sheet Ads, brochures and sell sheets (8.5 x 11”) use a logomark with the word MERITOR at 2.125” wide.

s 8.5 x 11” brochure, ad and sell sheet logomarks at actual size

Size Consistency To achieve consistency, use a common logomark size on materials of a similar nature. For example, a shirt, jacket and cap should use the same size logomark. Another way to create consistency is to use a logomark that is sized to the nearest inch or half inch across similar materials.

Logomark Sizes On materials such as business cards and letterhead, standard sizes are specified. However, many items require minimum size limitations and judgement to decide which size logomark will reproduce the best and appear the most consistent.

Minimum Size To maintain visual clarity, especially in the bull symbol, a vertical or horizontal logomark, with the word MERITOR at 1.125” wide, is the minimum size the logomark should be printed. In situations where the logomark is to be used at a small size and the readability or reproduction quality of the ® would be compromised, the ® may be omitted.

s Minimum size and business card logomark at actual size

Business Card Business cards use the horizontal logomark with the word MERITOR at 1.125” wide.

Letterhead / Envelope Letterheads and envelopes use a horizontal logomark with the word MERITOR at 1.5” wide.

s Letterhead / Envelope logomark at actual size

MERITOR LOGOMARK 5

2.125”1.125”

1.5”

s Do not crop the logomark or bleed it off the edge of a page

s Do not outline the logomark

s Do not place the logomark on photographic imagery that compromises legibility or impact

s Do not use the logomark as part of a sentence

s Do not place graphics or busy patterns around the logomark that obscure it

s Do not use colors other than the official Meritor colors for the logomark

s Do not place type or other elements within the logomark’s clear space

s Do not alter letter spacing or placements of the bull and trademark ®

Incorrect Logomark Usage The Meritor logomark must not be changed, distorted or violated in any way. The following examples represent common logomark violations.

s Do not stretch or skew the logomark

s Do not condense or compress the logomark

s Do not combine the logomark with other elements or shapes to make a new logo

MERITOR LOGOMARK 6

At we work for youS FTBALL TEAM/

/ //

///

/

///

C O R PO R AT E B R A N D I D E N T I T Y

ShopMeritor.com

S E A R C H S H O P M E R I T O R . C O M

W O R K W E A R | C O R P O R AT E W E A R | C A P S | E V E N T S | C U S T O M O R D E R S | G I F T C E R T I F I C AT E S

Caps

Sweatshirts

http://www.shopmeritor.com

Legal Business NameAddress Line OneAddress Line TwoCity, State 00000 Country

meritor.comDateline

First M. LastnameCompanyAddressCity, State 00000

Dear Firstname:

Together, the best work of these two icons of typography results in a cohesively designed typeface suited to a broad spectrum of typographic needs. But the Bulmer types did more than imitate the stark-ness of the modern-style Didot-Bodoni types. By condensing the letterforms, giving the strokes higher contrast, and bracketing the serifs slightly, Martin made his typefaces both beautiful and practical.

You’ll often see Bulmer in use as a display face because of its high contrast and distinctive letter shapes. As a text face, it adds elegance to any page, and in combination with its expert set, you can use Bulmer for text settings of virtually any subject, from novels to mathematical treatises.

Designed in 1993 by Chong Wah of Monotype, Ocean Sans is a two-axis multiple master typeface that ranges from normal to extended in width, and light to extra bold in weight. It has a large x-height with resulting short ascenders and descenders. It’s unusual for a sans serif because of its relatively high contrast between thick and thin strokes, which makes it useful for display purposes. As a multiple master typeface, it performs well in innumerable typesetting situations. Since the normal width of Ocean Sans is quite narrow, it’s ideal for magazines and other text settings rife with copyfitting issues. Eccentric was designed in 1881 by Gustav F. Schroeder for the T.J. Lyons type foundry. It’s an all-cap-ital, narrow-bodies, monoline display face that could be described as high waisted. With crossbars and main junctures more than halfway up the letterforms, every letter—except the W—has a long-legged appearance. Eccentric has a wide range of display uses, from playbills to fashion advertisements. Isabella was designed in 1892 for MacKellar, Smiths and Jordan, one of many type houses that were later amalgamated into American Type Founders. As testimony to its long-lived appeal, Isabella was one of the first PostScript language typeface releases of Agfa Compugraphic. With its unmistakable 19th-century characteristics—swirls, loops and surprising letter shapes—Isabella is a natural for display situa-tions that demand high drama or, dare we say, melodrama. Originally drawn in the style of 19th-century woodcut types with interior shading and ornate English swashes, Raphael was updated in 1974, and the interior shading was removed. It now exhibits modern design elements—very wide letter strokes offset by hairlines—and is easily identified by the swashes that curve over the tops of the capitals, turning into crossbars on the A, E, F and R. Used sparingly, Raphael adds flash to advertisements, announcements, stationery, notices and business cards.

Closing

First LastnameTitle


First LastnameTitle Line One, Group or DivisionOptional Title Line Two, Department


tel: 000.000.0000 fax: 000.000.0000mobile: 000.000.0000 email: [email protected]

P r o d u c t B r a n d i n gM e r i t o r D e f e n s e

p r o d u c t b r o c h u r e p r o d u c t b r a n d a d

PAYLOAD.PERFORMANCE.PROTECTION.

ProTec SerieS of HMiS & AWD SYSTeMS

The ProTec SerieS of high MobiliTy indePendenT SuSPenSionS (hMiS) for tactical wheeled military vehicles and armoured personnel carriers, as well as specialty and off-highway applications. Building a foundation of strength under every corner of the iron triangle — protection, performance and payload.

The ProTec Series 30 HMIS for applications requiring GAWRs up to 14,000 lbs., the ProTec Series 40 for GAWRs up to 22,000 lbs., and the ProTec Series 50 for GAWRs up to 29,000 lbs.

SUPERIORMISSIONSUPPORT.

Meritor Defense

troy, Michigan

Product Branding & Communications

We were challenged by Meritor defense

to develop an integrated communications

program for a new line of high Mobility

Independent Suspensions systems for

tactical wheeled military vehicles and

armored personnel carriers. Statistics

showed that this new product line

dramatically reduced critical injuries to

combat personnel in vehicles.

With the first challenge to name the new

product, protec uniquely differentiates

this line from other products. this protection

strategy and the “protection space”

is currently not occupied by competitor

products. all communications in the

integrated campaign were designed to

reinforce this positioning, explaining how

the protec products lead with protection.

campaign components include print ads,

product literature, product video,

regional radio ads and trade show

touchscreen display.

the positioning strategy sets the products

apart from competitors that primarily stress

product performance and maximum payload,

not protection. the new name has prov-

en to be evocative, compelling and direct.

the new product is achieving “stickiness”

in the market.

T H I E L D E S I G N | M i l w a u k e e | 4 1 4 . 2 7 1 . 0 7 7 5 | t h I e l . c o M

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n e W l o g o M a r k S

p r o d u c t S e l l S h e e t S

d e f e n S e v I d e o

I n t e r a c t I v e t o u c h S c r e e n

HigH-Mobility independentSuSpenSion for Severe off-road applicationS

The iron triangle of Payload, Performance and Protection, representing the three absolute

must-haves for a high-mobility independent suspension series for the military market. s

Only one product family builds a foundation of strength under every corner of the Iron Triangle – the protec SerieS

of High Mobility Independent Suspensions (HMIS), built for tactical wheeled military vehicles and armored personnel

carriers, as well as specialty and off-highway applications. s Customers demanded superior force protection,

unmatched mobility and unparalleled ride quality, all in a weight-efficient package. s Meritor liStened.

s The results? The protec HMiS SerieS 30 for applications requiring GAWRs up to 14,000 lbs., the protec

HMiS SerieS 30 for GAWRs up to 23,000 lbs., and the protec HMiS SerieS 50 GAWRs up to 29,000 lbs.

DELIVERING PERFORMANCE TO THE WARFIGHTER

SERIES 30SerieS 30


The iron triangle of Payload, Performance and Protection, representing

the three absolute must-haves for a high-mobility independent suspension series for the military market. s

Only one product family builds a foundation of strength under every corner of the Iron Triangle – the protec SerieS

of High Mobility Independent Suspensions (HMIS), built for tactical wheeled military vehicles and armored personnel

carriers, as well as specialty and off-highway applications. s Customers demanded superior force protection,

unmatched mobility and unparalleled ride quality, all in a weight-efficient package. s Meritor liStened.

s The results? The protec HMiS SerieS 30 for applications requiring GAWRs up to 14,000 lbs., the protec

HMiS SerieS 40 for GAWRs up to 23,000 lbs., and the protec HMiS SerieS 50 GAWRs up to 29,000 lbs.

SUPERIORMISSION SUPPORT

SERIES 40SerieS 40


The iron triangle of Payload, Performance and

Protection, representing the three absolute must-haves for a high-mobility independent suspension series for the

military market. s Only one product family builds a foundation of strength under every corner of the Iron Triangle –

the protec SerieS of High Mobility Independent Suspensions (HMIS), built for tactical wheeled military vehicles

and armored personnel carriers, as well as specialty and off-highway applications. s Customers demanded

superior force protection, unmatched mobility and unparalleled ride quality, all in a weight-efficient package. s

Meritor liStened. s The results? The protec HMiS SerieS 30 for applications requiring GAWRs up to 14,000 lbs.,

the protec HMiS SerieS 40 for GAWRs up to 23,000 lbs., and the protec HMiS SerieS 50 GAWRs up to 29,000 lbs.

SUPPORTING THE WARFIGHTER FROM

THE GROUND UP

SERIES 50SerieS 50

The Pr inter y Advantage

E-ser vices

Customer Resources

Connect with us

Capabilities

File Transfer

Employment

History

O P A L

C O I N

B r a n d I d e n t i t y P r o g r a mT h e P r i n t e r y

w e b s i t e

c u s t o m e r b r a n d i d e n t i t y a n n o u n c e m e n t

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The Printery

new berlin, wisconsin


making a statement” is at the heart of

this printer’s desired result for its printed

products, as well as the end benefit for

its customers. by turning the “i” into an

exclamation point and using bold colors in

the new logo, it makes a statement in every

application. the new brand identity was

introduced to employees through a simple

spiral bound book that expresses “the

pride, the power, the passion, the Printery.”

customers were informed of the new identity

through a three-dimensional exclamation

point brought to life with a transparent tube

containing a simple folded brochure and

yellow ball.

e v e n t a n n o u n c e m e n t & s tat i o n e r y

P r o m o t i o n a l m at e r i a l s

v e h i c l e g r a P h i c s

e m P l o y e e b r a n d l a u n c h a n n o u n c e m e n t

Natural Resources


B r a n d I d e n t i t y P r o g r a mR i t z H o l m a n C P A s

b r a n d l a u n c h m a i l e r

Two Plaza East, Suite 550330 East Kilbourn AvenueMilwaukee, WI 53202

t. 414.271.1451f. 414.271.7464ritzholman.com

Ritz Holman LLP Serving businesses, nonprofi ts, individuals and trusts.

Member of the American Institute of Certifi ed Public Accountants, Wisconsin Institute of Certifi ed Public Accountants

Two Plaza East, Suite 550330 East Kilbourn AvenueMilwaukee, WI 53202

for businesses, nonprofits, individuals and trusts

Natural Resources

Ritz Holman LLP Two Plaza East, Suite 550330 East Kilbourn AvenueMilwaukee, WI 53202t. 414.271.1451f. [email protected]. 414.390.1172

Darci L. Middaugh, CPApartner

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l o b b y s i g n a g e

RitzHolman CPAsmilwaukee, Wisconsin


strategic objectivesestablish a distinctive personality, develop effective key messaging, update the brand identity and develop an integrated system of communications components. shorten the name ritz, holman, butala & Fine to improve pronunciation issues and to better reflect how clients refer to the firm.

strategic toolsinternal and external market research revealed the need to differentiate the firm from competitors through an integrated brand communications campaign that emphasized the firm’s stengths.client research confirmed the level of professionalism and solid performance of the firm—the natural capabilities, personalities and sensibilities of the firm’s accountants, their nature to pay attention to detail, to emphasize accuracy, and to love numbers—accounting is the profession they were meant to do.Natural Resources was implemented as the positioning phrase on all communications, emphasizing the firm’s natural accounting capabilities and differentiating the firm within the industry.the firm name was shortened to ritzholman to be more direct and memorable.the visual identity conveys a sense of moving forward from its more than 50-year history. the logomark features a “greater-than” sign that is tilted upwards in a positive direction. the traditional serif font is used for “ritz” to symbolize a respectful nod to the firm’s history, while a more modern sans serif font is used for “holman” to suggest their ongoing evolution as a firm.natural imagery is highlighted in all communications, both print and electronic. it supports the positioning phrase and is a distinctive approach among accounting firms. the images were taken by one of the firm’s partners who is a nature photographer.a simple brand launch introduces the new name, visual identity and position phrase; the new firm brochure explains the meaning of natural resources and the firm’s capabilities; a recruiting brochure profiles recent additions to the firm and the updated web site emphasizes simplicity and the firm’s natural imagery.

Return on objectivesthe new brand identity is functioning to dramatically differentiate the firm within the accounting profession, and is serving to attract much interest from clients and prospects.in recruiting, the number of employee candidates and interviews have more than doubled over the previous year.the new brand identity has been very well received by clients, and the firm has seen a significant growth in new business.



CASE STUDY B r a n d I d e n t i t y P r o g r a mS n a p - o n I n c o r p o r a t e d

e n v i r o n m e n Ta l g r a p h i c S


a n n U a l r e p o r T S


F U e l m a g a z i n e

8 • SNAP-ON FUEL

I WANT THAT!

Be sure to follow original manufacturer’s instructions to

prevent electrical shock

You’ll always have the right tool for the job with the Snap-on® SHCP1 H.D. Hose Clamp Pliers featuring a unique jaw design that works on all three style hose clamps in the automotive market.

Payback.

Better feeling grip provides user comfort and ease of operation

Cable snap allows the tool to store easily and efficiently in tool box, preventing possible damage to the cable

Quickly diagnose electrical and powertrain systems with the Snap-on EEDM604C Auto Ranging True RMS DMM for hybrid vehicles requiring CAT III 1000V, CAT IV 600V. This unit allows technicians to safely tap into electrical impulses necessary for diagnosing hybrid vehicle electrical circuits or components. Great added features like built-in backlight, comparative function, heavy duty fuses and edit function make this a great choice.

Payback. Safety: Confirms power down before servicing electrical and powertrain systems

The improved resolution of the large 50,000 count LCD display with 51 segment bar graph makes it easy to read and monitor changing events

Generating over 1600 ft. lbs. of force to retract even the toughest caliper pistons, the Blue-Point® BTCP1 brake caliper press works on both fixed and floating calipers. This tool prevents damage to pistons, hubs or calipers and ensures parallel piston retraction on dual and quad piston calipers.

Payback.

Single level mechanism used to apply and release force for ease of operation and faster service

Brake Caliper Press

Bi-mold grips provide comfort and control while reducing hand fatigue.

The round base ratcheting system provides a larger catching surface area on the locking feature.

Heavy duty flexible cable reaches into tight places with minimal effort.

Hose Clamp Pliers

Auto Ranging True RMS Automotive DMM for Hybrid Vehicles

WINTER 2010 • 9

Ideal for restricted access applications, the Snap-on® CTS561 can handle a wide variety of applications yet is small enough to fit in your pocket. The 1/4" quick change chuck makes changing bits easy, reducing down time. An oversized cushion toggle switch allows you to quickly toggle from forward to reverse with precise control.International voltages available.

Payback.

Glass filled nylon housing provides durable high impact strength and longer tool life

375rpm free speed means quick fastener removal and greater productivity

Removable 7.2 volt battery eliminates down time and keeps you working

Restore engine performance with the Snap-on EEFI5CLEANER that cleans deposits from fuel injectors, fuel rail and intake valves. Canister-style cleaner accepts your preferred fuel injection system cleaner or one that is required to maintain a specific vehicle’s warranty.

Payback.

Easily check the vehicle’s fuel pressure with the right-hand gauge and set the cleaning pressure with the left-hand gauge

Stainless steel braided Teflon® hose resists solvents

The Blue-Point BLPGSS3837 37 piece set offers a full range of sockets for most common fastener applications. Set components include eight fractional and 14 metric standard six point sockets, four fractional and five metric double open end wrenches, two extensions, ratchet, universal joint, two adaptors and a storage box. Lifetime warranty.

Payback.

Great for use at home or on the road

Compact case fits under a truck seat

Accessorize with the reversible holster thatattaches to user’s belt and holds up to eight bits.

Broaden your capabilities with the 52-piece 1/4" hex shank power bit set.

Kit includes cordless screw-driver, two batteries, charger, blow molded case and double ended screwdriver bit.

7.2 Volt Cordless Screwdriver

Fuel Injection System Cleaner3/8" Drive General Service Set

Heavy

20 • SNAP-ON FUEL

Tom Wasilewski of Milwaukee Truck Sales works on a transmission rebuild WriT Ten by ADAM DAViDSOn

Everything about Milwaukee Truck Sales screams heavy duty. This southeastern Wisconsin Mack truck dealer tackles the big jobs, from quad-axle dump trucks to garbage trucks and over-the-road rigs. The common thread is when these trucks are in the shop, they are out of commission. That means they’re not making money.

Everything about Milwaukee Truck Sales screams heavy duty. This southeastern Wisconsin Mack truck dealer tackles the big jobs, from quad-axle dump trucks to garbage trucks and over-the-road rigs. The common thread is when these trucks are in the shop, they are out of commission. That means they’re not making money.

TOOLPROFESSIONALS

WINTER 2010 • 21

“What I buy is based on how much I use ‘em. My everyday tools are Snap-on.”

TOM WA SileWSki

Whether the rig is part of a

fleet or run by an owner-operator,

the objective is to get the vehicle

back to work as fast as possible.

Part of the Kriete Group, with

locations throughout Wisconsin

and the Upper Peninsula of

Michigan, Milwaukee Truck Sales

runs 24 hours a day Monday

through Saturday. Its heavy-

duty mechanics take pride in

their ability to do jobs quickly,

accurately, and on time. These

guys know that time is money.

When they reach into their

tool box for the right tool for the

job — whether it’s a Snap-on 3/8" drive impact swivel socket for that

hard-to-reach repair job or a 1/4" Blue-Point® air ratchet for removing

a water pump — they need to know

the tool is up to the task.

“I wouldn’t buy anything other

than Snap-on and Blue-Point air

tools,” says Tom Wasilewski, as

he takes a short break from fixing

a dump truck transmission. “We

run the air pressure up a bit here.

Other tools don’t hold up.”

Wasilewski speaks with

authority because he’s been a

mechanic at Milwaukee Truck

Sales for more than 30 years. In a

typical week, he may be called on

to do engine work, transmission

rebuilds or solve a pesky driveline

vibration problem. A mechanic

in this environment needs to

have a wide range of knowledge

and experience.

“The more I know, the better

for the shop. And the more tools

I need. When I am buying new,

Jeff Nall at Snap-on always gets

the call first. At this point in

my career, I buy stuff that won’t

break,” he says. “What I buy is

based on how much I use ‘em.

My everyday tools are Snap-on.”

Duty

SNAP-ON®A MAGAZINE OF INNOVATION & IMAGINATION

W I N T E R 2 0 1 0

speed

WHAT DRIVESPENSKE RACINGFrom Ordinary to Extraordinary

TECH TESTED: EPIQPower banks, swivel-lock mag wheels and maneuverability power cabinet’s appeal

MIKE ROMAN’S NEW LAND SPEED RECORD

THE LOW PROFILE SKINNY PAGE 6

i n n o v aT i o n w o r k S l o g o

T H I E L D E S I G N | m i l w a u k e e | 4 1 4 . 2 7 1 . 0 7 7 5 | T h i e l . c o m

Snap-on Incorporatedkenosha, wisconsin


Strategic objectivesStrengthen the identity of one of the country’s best known brand names. reflect the reorganization as a single global company with four related business units—Snap-on Tools, the heritage of the company—along with Snap-on industrial, Snap-on Diagnostic and Snap-on Financial Services. Update the identity while reflecting the heritage of the company, and appear bolder and more dynamic in all applications. Strategic tools The logomark update respects the heritage of the company, and adds impact in all applications—product identification, packaging, sponsorships, environments and worldwide racing venues. The spirit of the Snap-on identity is expressed in multiple applications that support the essence of the company, and unifies all customer and investor touch points. The innovation works identity extends the Snap-on Brand and identifies the center for research and development at Snap-on headquarters. The environmental graphics surrounding the innovation works adds dimension to the identity and depicts the worldwide reach of Snap-on products. Return on objectives a flexible system of brand identity standards guides all media applications and maintains the strength of the brand identity. a nomenclature system guides new business unit and subsidiary activities and acquisitions. The updated brand identity assumes a more dynamic presence in all worldwide applications.

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p o c k e T F o l D e r

i n n o v aT i o n w o r k S o p e n i n g a n n o U n c e m e n T

o l d l o g o

n e w l o g o

T h e r m a l T r a n s f e r P r o d u c t s I n t e g r a t e d C o m m u n i c a t i o n s


t r a d e s h o w d i s p l ay & i n v i tat i o n

5215 21st Street, Racine, Wisconsin 53406-5096 www.thermasys.com [email protected]

Standard Brazed Aluminum Plate & Bar Oil Coolers

DUAL FAN MA MODELS with optional internal bypass

P-BAR

NEW

MA BOL AOL

SERIESStandard Brazed Aluminum Plate & Bar Oil Coolers

TTP3907 FluidPwrJrnl M-J09.indd 1 4/1/09 4:41:54 PM

We what you COOL

Thermal Transfer Products is at the core of cool, clean solutions. We manufacture custom engine cooling packages to keep your engines Tier compliant, cooling for lower combustion temperatures and cleaner emissions.

5215 21st Street Racine, Wisconsin 53406-5096 EMAIL: [email protected] PHONE: (262) 554-8330

www.thermaltransfer.com

COOL POWER

See us at booth #10327

May 4-7

TTP3825 H&P Mag AD 3-09.indd 1 2/11/09 2:47:06 PM

a d v e r t i s i n g

IN HEAT TRANSFER

visit www.icuee.com for more information

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ICUEE 2007 OCTOBER 16-18 VISIT US IN BOOTH #3109

Oil Coolers • Radiators • Charge Air Coolers • OE Modules

SETTING THE

p r o d u c t c ata l o g

We

CO

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what you P

OW

ER

20

07 Product C

atalog

Industrial Hydraulics

Mobile Hydraulics

A global leader in manufacturing highly engineered heat transfer products

2007Product Catalog

Industrial Compressed Air

Process Industries

5215 21st StreetRacine, Wisconsin 53406-5096

TEL: (262) 554-8330FAX: (262) 554-8536

E-MAIL:[email protected] COOL what you POWER

AO

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[email protected] 262.554.8330 45

AIR

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AOH

M/A

OVH

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F M NET WTMODEL A B C D E NPT SAE G H J K L (SAE) (LBS)

AOHM-5 11.81 14.81 7.69 11.69

1” #16 12.94 16.81 9.19 8.31 35AOVHM-5

16.70 1 1/2” #24 59

AOHM-10 13.12 19.00

8.88 15.88 1” #16 17.12 21.00 10.50 12.50

50AOVHM-10 1 1/2” #24 76AOHM-15

15.75 20.38

11.50 17.25 1” #16 _

18.50 22.38 13.12 13.88 60

AOVHM-15 1 1/2” #24 89AOHM-20 18.38 23.81 17.09

14.00 20.56 1 1/4” #20

21.81 25.81 15.75 17.19 #8 75

AOVHM-20 2” #32 108AOHM-25

23.62 26.68

19.25 23.56 1 1/4” #20

24.81 28.68 21.00 20.19 110

AOVHM-25 17.25 2” #32 143AOHM-30 27.56 31.62 16.70

23.19 28.50 1 1/4” #20

11.00 29.75 33.62 24.94 25.12 120

AOVHM-30 16.95 2” #32 178AOHM-35

30.19 33.81 16.70

25.81 30.69 1 1/4” #20

11.00 31.94 35.81 27.56 27.31 135

AOVHM-35 17.22 2” #32 #10 220AOHM-40

36.75 41.62 16.70

32.38 38.50 1 1/4” #20

13.25 39.75 43.62 34.12 35.12 #8 160

AOVHM-40 17.22 2” #32 #10 286

Dimensions Fan Rotating Clockwise/Facing Motor Shaft

NOTE: All dimensions are in inches.NOTE: We reserve the right to make reasonable design changes without notice.

See dimensional chart for external NPT or optional internal SAE connection size.

Foot Brackets: Optional for AOHM Standard with AOVHM

AO

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[email protected] 262.554.833046

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OVH

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Performance CurvesAOHM Series

AOVHM Series

AO

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[email protected] 262.554.8330 47

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Selection ProcedurePerformance Curves are based on 50 SSU oil entering the cooler 50°F higher than the ambient air temperature used for cooling. This is referred to as a 50°F E.T.D.

Step 1 Determine the Heat Load. Heat load may be expressed as either horsepower or BTU/Hr. To convert horsepower to BTU/Hr.: BTU/HR = Horsepower x 2545

Step 2 Determine Entering Temperature Difference. The entering oil temperature is generally the maximum desired oil temperature. Entering oil temperature – Ambient air temperature = E.T.D.

Step 3 Determine the Corrected Heat Dissipation to use the curves.Corrected Heat Dissipation =

BTU/HR heat load x 50°F E.T.D.

x viscosity correction A.

Step 4 Enter curves at oil fl ow through cooler and curve heat dissipation. Any curve above the intersecting point will work.

NOTE: Performance curves shown are for 1 and 2 pass confi guration.

EXAMPLE: 35 - 2 is AOHM or AOVHM - 35

Step 5 Determine Oil Pressure Drop from Curves: � = 5 PSI; � = 10 PSI; � = 20 PSI. Multiply pressure drop from curve by correction factor B found in oil viscosity correction curve.

Desired Reservoir TemperatureOil Temperature: Oil coolers can be selected using entering or leaving oil temperatures.

Off-Line Recirculation Cooling Loop: Desired reservoir temperature is the oil temperature entering the cooler.

Return Line Cooling: Desired reservoir temperature is the oil temperature leaving the cooler. In this case, the oil temperature change must be determined so that the actual oil entering temperature can be found. Calculate the oil temperature change (oil �T) with this formula: Oil �T = (BTU’s/Hr.) / (GPM Oil Flow x 210).

To calculate the oil entering temperature to the cooler, use this formula: Oil Entering Temp. = Oil Leaving Temp + Oil �T.

Oil Pressure Drop: Most systems can tolerate a pressure drop through the heat exchanger of 20 to 30 PSI. Excessive pressure drop should be avoided. Care should be taken to limit pressure drop to 5 PSI or less for case drain applications where high back pressure may damage the pump shaft seals.

Oil TemperatureTypical operating temperature ranges are: Hydraulic Motor Oil 120°F - 180°FHydrostatic Drive Oil 160°F - 180°F Engine Lube Oil 180°F - 200°FAutomatic Transmission Fluid 200°F - 300°F

Hydraulic Motor M

Notes: Maximum pressure is 2000 psi. Stated minimum operating pressure is at inlet port of motor. 1000 psi allowable back pressure.*Catalog db(A) sound levels are at seven (7) feet. dB(A) sound levels increase by six (6) dB(A) for halving this distance and decrease by (6) dB(A) for doubling this distance.

p r o d u c t l i t e r at u r e

T H I E L D E S I G N | M i l w a u k e e | 4 1 4 . 2 7 1 . 0 7 7 5 | t h i e l . c o M

c u s t o M e r a wa r d & M e r c h a n d i s e

Thermal Transfer Productsracine, wisconsin

Integrated Communications

Strategic objectivesestablish differentiating messaging and an integrated campaign to market the company’s highly engineered air, water and oil-cooled products to customers and oeMs.update the product literature to reflect a higher level of excellence.

Strategic toolsthe positioning theme of Cool Power describes in two words what the company does, and is used with “We Cool what you Power” to more fully describe the company’s ability to provide thermal management products that cool a wide variety of engines in multiple industries. it is the lynch pin in all communications.integrated communications components are all centered around the cool power theme, and include a new system of product literature, a product catalog, print advertising and a newly developed customer partner award.the cool power theme has developed into a corporate mantra for employees, appearing as a key element on employee merchandise and performance awards, and igniting a new level of employee pride around a cool idea.

Return on objectivesafter the introduction of the cool power theme and its initial communications components, the company experienced a double-digit increase in brand awareness, as opposed to the virtually unchanged brand awareness of competitors.sales of many products experienced an increase and the catalog went into a second printing within six months to meet demand.internal pride is at an all-time high and employees are motivated around the cool power theme.

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We COOL what you POPOWERWER

Wewhat you

c o M pa n y t- s h i r t

T o t a l M e c h a n i c a l B r a n d I d e n t i t y P r o g r a m

b r a n d l a u n c h m a i l e r & v i d e o


TOTAL Mechanical , Inc. W234 N2830 Paul Rd. Pewaukee, WI 53072-5731 262.523.2500 Phone 262.523.2530 Fax t o t a l - m e c h a n i c a l . c o m

E l E c t r i ca l

F ire Pr otect ion

H Vac

Plumbing

B u i l d i n g au to m at i o n

24 hour serv icet o t a l - m e c h a n i c a l . c o m

W234 N2830 Paul Rd. Pewaukee, WI 53072


262.522.7100 Direct 414.406.5163 Cell 262.523.2530 Fax

Dennis J. BraunPresident/CEO

[email protected]

TOTAL Mechanical, Inc W234 N2830 Paul Rd. Pewaukee, WI 53072-5731 262.523.2500 Phone 262.523.2530 Fax total-mechanical.com

ElEctrical Fire Protection HVac Plumbing Building automation


262.522.7100 Direct 414.406.5163 Cell 262.523.2530 Fax

Dennis J. BraunPresident/CEO

[email protected]

TOTAL Mechan i c a l , I n c W234 N2830 Pau l Rd . P ewauk e e , W I 53072 -5731 262 .523 .2500 Phone 262 .523 .2530 F a x t o t a l - m e c h a n i c a l . c o m

E l E c t r i c a l F i r e P r o t e c t i o n H Va c P l u m b i n g B u i l d i n g a u t o m a t i o n

T O TA L M e c h a n i c a l , I n c W 2 3 4 N 2 8 3 0 P a u l R d . P e w a u k e e , W I 5 3 0 7 2 - 5 7 3 1 2 6 2 . 5 2 3 . 2 5 0 0 P h o n e 2 6 2 . 5 2 3 . 2 5 3 0 F a x t o t a l - r e s i d e n t i a l . c o m


TOTAL Mechan i c a l , I n c W234 N2830 Pau l Rd . P

ewauk e e , W I 53072 -5731 262 .523 .2500 Phone 2

62 .523 .2530 F a x t o t a l - m e c h a n i c a l . c o m


p o c k e t f o l d e r s

NewsTOTAL Resources.

TOTAL Mechanical is a single-source mechanical contractor, special iz ing in

the design, engineering, manufactur ing, instal lat ion, maintenance and repair of

commercial , industr ia l and resident ial environmental systems and controls.

TOTAL Mechanical is your TOTAL resource. Offer ing essent ial services in electr ical ,

f i re protect ion, HVAC, plumbing and bui ld ing automation systems, we have the

horsepower and experience to provide complete mechanical contract ing services on

any size bui ld ing project f rom smal l to large.

Total Comfort of Wisconsin changes name to TOTAL Mechanical

Acquisi t ion of Lombard Electr ic complete

Employment Opportuni t ies Avai lable! Click here for the new l ist ing

T O T A L M e c h a n i c a l , I n c . | W 2 3 4 N 2 8 3 0 P a u l R d . | P e w a u k e e , W I 5 3 0 7 2 - 5 7 3 1 | P h o n e 2 6 2 . 5 2 3 . 2 5 0 0 | F a x 2 6 2 . 5 2 3 . 2 5 3 0

E l E c t R i c a l

F i r e P r O T e c T i O n

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A b O u T u s c O m m e r c i A L i n d u s T r i A L r e s i d e n T i A L L e e d F A b r i c A T i O n

TOTAL comfort.

TOTAL Mechanical is a single-source mechanical contractor, special iz ing in

the design, engineering, manufactur ing, instal lat ion, maintenance and repair of

commercial , industr ia l and resident ial environmental systems and controls.

TOTAL Mechanical is your TOTAL resource. Offer ing essent ial services in electr ical ,

f i re protect ion, HVAC, plumbing and bui ld ing automation systems, we have the

horsepower and experience to provide complete mechanical contract ing services on

any size bui ld ing project f rom smal l to large.

g and essential services to design, construct and maintain comfortable environments within

commercial, industrial and residential buildings.

E l E c t R i c a l

F i r e P r O T e c T i O n

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In Home Est imate

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HVAC SERVICES• RepairService• EquipmentReplacement• HomeRemodels• CustomSheetMetal• Geothermal• RadiantHeating• IndoorAirQuality• Engineering/Design• PreventiveServiceAgreements

Electrical Services• ServiceUpgrades• Remodels&Additions• Ceiling&ExhaustFans• Voice,TV,Data• Outlets,Switches,Lighting• CodeCompliance• Landscape/DeckLighting• HotTubs&SwimmingPools• Engineering/Design

pLUMBING SERVICES• RepairService• HomeRemodels• WaterHeaters/Replacements• SumpPumps/Replacements• BatteryBackupSumpPumpInstallation• Sewer&DrainCleaning• Engineering/Design

Fire Protection Services• RepairService• SprinklerSystems• FireAlarms• EmergencyLighting• Engineering/Design

d E S i g n

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TOTAL Sustainability.

The green bui ld ing movement has gone from an emerging trend to an ever growing

presence in the construct ion industry. Bui ld ings and their mechanical systems are

becoming more complex and more eff ic ient to provide a healthier environment for their

occupants, whi le reducing l i fe cycle costs and expenses.

In pursui t of green bui ld ing design, the U.S. Green Bui lding Counci l has provided a

LEED (Leadership in Energy and Environmental Design) Green Bui lding Rat ing System

to measure a bui ld ing’s ul t imate sustainabi l i ty. This third-party cert i f icat ion program

has quickly become a standard and the nat ional ly accepted benchmark for the design,

construct ion and operat ion of high-performance green bui ld ings. Many new products

and processes have been created to achieve greener bui ld ings. The green bui ld ing

movement is another area in which TOTAL Mechanical demonstrates i ts reputat ion

for qual i ty and leadership in the construct ion industry, providing TOTAL Sustainabi l i ty


C O M M E R C I A L

W234 N2830 Paul Rd. | Pewaukee, WI 53072

(262) 523-2500 | (800) 523-9670 | Fax: (262) 523-2530

www.total-mechanical.com

Design Engineer ing Manufacturing Instal lation Maintenance Repair

24 Hour Emergency Service

Complete Design BuilD serviCes

educationalbSchoolsbCollege/UniversitiesbDetention Facilities

places of AssemblybChurchesbTheatersbAuditoriumsbArenas/StadiumsbNatatoriumsbGymnasiums

medicalbHospitalbMedical Office BuildingsbNursing HomesbAssisted Livingb Community-Based

Residential FacilitiesbPharmaceutical

CommercialbHigh-rise BuildingsbOfficesbComputer RoomsbHotelsbMulti-Family ResidentialbManufacturing FacilitiesbWarehouses

retailbRestaurantsbSupermarketsb Multi-Tennant

Shopping CenterbAuto Repair Shops

HvAC

systemsb Under-floor Air ConditioningbIn-Floor Heatingb Variable Air Volume SystemsbHot Water BoilersbSteam BoilersbHeat Pump SystemsbChillersbEnergy Recoveryb Exhaust/Make-Up Air

Systems

Building Automationb24/7 On Call Techniciansb HVAC Temperature ControlsbLighting ControlsbBuilding Access Controlb Digital Video and RecordingbPower MonitoringbData Center MonitoringbFire MonitoringbWeb-Based Solutions

sustainable Design engineeringb LEED Commissioning/

Retro-Commissioningb Energy Simulation

Modelingb LEED Charrette

Facilitationsb LEED Project

ManagementbEducational SeminarsbBuilding Energy Auditsb Energy Rebate

Documentation

CommissioningbHVACbRe-CommissioningbRetro-CommissioningbLEED Commissioningb Building Commissioning

Association member since 2002

eleCtriCAlbComplete electrical services for every commercial need

union AFFiliAtionsbSteamfitters Local 601bSheet Metal Workers Local 18bPlumbers Local 75bSprinkler Fitters Local 183bUnited AssociationbRacine/Kenosha

Steamfitters/Plumbers Local 118bElectrical Local 494

QuAliFiCAtionsbWisconsin Licensed bProfessional Engineers bState Licensed Master PlumbersbState Designers LicensebLEED Accredited Professionals




I N D U S T R I A L

Air ConDitioningbComfort CoolingbSpace/Process CoolingbFacility ConditioningbWhole Plant Ventilation

BoilerbSpace Heating bHot WaterbProcess Heating bSteam

ColleCtion sYstemsbChemical bMistbDust bPaperbFume bVaporbMetal bWood

ContAinersbBlending bStoragebDip bTanksbReactors bVessels

ConveYing sYstemsbBelt bRollerbBucket bScrewbOverhead bSpoutingbDrag

eleCtriCAlbInstalling cord dropsbTroubleshooting motorsbRelocating machinesbReplacing contactorsbAdding dedicated circuitsbAdding panels for increased power needs

enClosure sYstemsbBlasting bPaintbBooths bSpraybClean Rooms bWashbHoods

eXHAust sYstemsbFume bProcessbWhole Plant Ventilation

Fire proteCtion sYstems

mAKe-up Air sYstemsbGas bCuringbSteam

metAl FABriCAtionbAluminum bPlasticbStainless bFiberglass bCarbon bExotic bCopper bSteelser

oven sYstemsbBatch bCuringbHeat-treating

plumBingbAcid Dilution BasinsbChemical Waste PipebBackflow Preventer TestingbIndustrial Waste LinesbWater Pipe Replacementb Storm/Sanitary Sewer bSite Plumbing

pollution Control sYstemsbCatalytic OxidizersbDust CollectorsbIncineratorsb Regenerative Thermal

OxidizersbScrubbers

proCess pipingbChemicalbCompressed AirbFoodbFuelbInkbNatural GasbProcess GasesbVacuum

struCturAl sYstemsbIronworkbMezzaninesbPlatformsbRailingsbStairways

sustAinABle Design engineeringbCommissioningbLEED


(262) 523-2500 | (800) 523-9670 | Fax: (262) 523-2530




H O M E S E R V I C E S

a division of TOTAL MECHANICAL




HvAC serviCesbRepair Service

bEquipment Replacement

bHome Remodels

bCustom Sheet Metal

bGeothermal

bRadiant Heating

bIndoor Air Quality

bEngineering/Design

bPreventive Service Agreements

eleCtriCAl serviCesbService Upgrades

bRemodels & Additions

bCeiling & Exhaust Fans

bVoice, TV, Data

bOutlets, Switches, Lighting

bCode Compliance

bLandscape/Deck Lighting

bHot Tubs & Swimming Pools

bEngineering/Design

plumBing serviCesbRepair Service

bHome Remodels

bWater Heaters/Replacements

bSump Pumps/Replacements

bBattery Backup Sump Pump

Installation

bSewer & Drain Cleaning

bEngineering/Design

Fire proteCtion serviCesbRepair Service

bSprinkler Systems

bFire Alarms

bEmergency Lighting

bEngineering/Design


(262) 523-2500 | (800) 523-9670 | Fax: (262) 523-2530




w e b s i t e

s e r v i c e s h e e t s

p o s t c a r d s e r i e s

2 4 h O u R E m E r G E N c y s E r v I c E

You may have been affected by the recent power outage. Now may be the time to upgrade your residential mechanical systems.

WE CAN HELP! WE DO IT ALL — from upgrading your heating and air conditioning, replacing outdated plumbing, making your electrical system safe and able to accommodate new components, or installing a generator to take over when your power goes out.

Give us a call and enjoy the peace-of-mind that comes with updated home systems at 262.523.2500 . Visit us on the web at total-residential.com .

H E A T I N G C O O L I N G P l u m b I N G E L E C T R I C A L


Peace-of-mind


You may have been affected by the recent cold weather. Now may be the time to upgrade your residential mechanical systems.





Peace-of-mind

You may have been affected by the recent severe flooding. Now may be the time to upgrade your residential mechanical systems.





Peace-of-mind

c a pa b i l i t i e s b r o c h u r e s

TOTAL Mechanicalpewaukee, wisconsin


Strategic objectiveschange the firm name of total comfort to more clearly communicate what the firm does.introduce a new name and establish a more professional firm positioning.implement language to explain the firm’s growing capabilities.

Strategic toolsresearch revealed that perception problems were keeping the firm from consideration on some projects, and likely limiting the firm’s growth.internal research revealed that employees did not feel the firm had the correct tools for achieving success.the name total mechanical was recommended for nonresidential operations, and total residential was adopted for the growing residential side of the business.the new name is the new logo, with an emphatic period after total to add emphasis and project the strength and professionalism of the organization.all communications pieces include the the positioning phrase Building Integrity—a double meaning representing the company’s approach in all client relationships, as well as the building systems designed and installed by the firm.a brand launch piece introduces the new name and identity through a brief video explaining company growth.all communications pieces, print and electronic, are integrated in both graphics and messaging.the company’s large fleet of service vehicles includes the list of company capabilities, and features clean and simple graphics.

Return on objectives“we can go everywhere with our new brand identity. we look like a national firm.”“the success of our growth and expansion is totally related to our new brand identity. the new brand is everything for our success.”“our brand now resonates and connects. when we leave a client prospect meeting, the strongest thing we leave behind is our brand.”

Dennis BraunPresident & CEOTotal Mechanical

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b u i l d i n g s i g n a g e

U n i v e r s i t y o f W i s c o n s i n – M i l w a u k e e B r a n d I d e n t i t y P r o g r a m

S ta n d a r d S m a n u a l

e x t e r i o r S i g n a g e , b a n n e r S

a n d m i l l e r pa r k a d v e r t i S i n g

d i r e c t m a i l

c h a n c e l l o r ’ S S tat i o n e r y

m i l l e r p a r k o u t f i e l d b a n n e r


University of Wisconsin – Milwaukeemilwaukee, Wisconsin


Strategic objectivesincrease the awareness and visibility of the university among other local and regional institutions.better represent uWm as one of america’s premier urban research universities.overcome an inferiority complex relative to other local and regional institutions.promote the university’s strengths of accessibility, diversity, and the urban connection to Wisconsin’s largest metropolitan area.emphasize the identity of the university over the individual identities of schools and colleges in all university communications.

Strategic toolsa distinctive university logomark and signatures boldly identify the university and emphasize milwaukee.the university Seal is updated, respecting its heritage and relating to the new identity.related and unified identifiers are developed for the uWm alumni association & uWm Foundation.uWm’s face-to-market is emphasized through a unified print and electronic communications program.a comprehensive brand identity guidelines document maintains the brand, controlling the consistent use of all brand identity and graphic components.a bold and unique exterior and interior signage program creates a sense of place, branding the campus and its buildings with dynamic signage.the uWm brand identity program continues to grow by identifying all off-campus facilities and activities.

Return on objectivesall university communications stress the uWm identity, with schools and colleges and other university activities in support of the uWm brand.the uWm identity is now visible on-campus and in the area like never before, enthusiastically supported by extensive branded merchandise.the entire uWm environment supports the uWm brand, helping to shape perceptions, communicate differentiating qualities and set expectations.

“We’re not unlike a business. We look at the bottom line. For us, one of those bottom lines is applications and enrollment. in both instances, the number of people that have applied to the university and ultimately enrolled here has gone through the roof. it’s certainly been due to a number of factors, not the least of which is branding. We’re in people’s minds in a way we never were before. it’s allowed us to be a real player in the community.”

Tom LuljakVice ChancellorUniversity Relations & CommunicationsUniversity of Wisconsin – Milwaukee

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thiel design case study porfolio manufacturing

Documents

brand story

brand architects

brand assets

integrated brand identity

p p r o

targeted research

o u r p r o c e s sanalyze

strategic opportunities