Orange Envelopes

OEM Labeling Systems
This Ohio-based manufacturer of label application systems faced declining sales in a crowded, mature market. Unable to differentiate themselves in any distinctive way, the company was floundering and needed a strategic overhaul.

The company leveraged its extensive engineering capabilties and its portfolio of innovative labeling systems to position itself as the leading manufacturer of custom engineered labeling systems.

To stand out in a crowded field of over 200 manufacturers, the company hired Crawford Design to develop a corporate identity system that could be applied throughout the organization.

As the only company in the industry to incorporate the color orange in its logo, it was decided that OEM would own orange. The logo was updated, machines incorporated orange components, all printed materials incorporated orange in their design and layout, and all OEM correspondence was sent in orange envelopes.

The revised corporate strategy, combined with OEM’s distinctive identity system proved remarkably effective resulting in a sales increase of over 500% in just three years.
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