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case study

Action Industrial Supply


Action Industrial Supply has been serving the industrial market since 1979, and has built a reputation on providing quality products and services. Because they’re a local supplier, they understand the needs of the businesses and community, and are able to provide quick solutions as well as manage local inventory for fast delivery. In addition, they have 4 retail stores that serve as local resources for safety and workwear needs.

iconAsset 7 - Action Supply
Project Goals

Known as a distributor of industrial supplies, AIS happens to have 4 retail locations as well, but customers had no idea these stores were affiliated with them, much less even realized such local resources existed. They needed a new, overall brand that tied their two entities together with a consistent message. In addition, they wanted to increase awareness of the retail stores, starting with Grand Rapids.

Asset 8 - Action Supply
Our Approach

To provide a consistent message that included the retail stores, we went to work creating a new, overall brand complete with revamped logos that made affiliation with each other more clear, a brand story and promise, a new tagline and more. Then we rolled it all out on everything from stationary to signage to a full-blown retail campaign in GR.

iconAsset 6 - Action Supply
The Results

The Grand Rapids retail store experienced a 15% increase in sales in a single weekend. Recognition and awareness of everything Action Industrial Supply has to offer (including retail locations) continues to rise. With the addition of a newsletter, social media, blogging, and other components, Action Supply is poised to grow even more. Get ready, Muskegon, Holland and Traverse City – your stores are next!

action brand 2 - Action Supply
action brand 2 - Action Supply
Complete Rebrand

Action Industrial Supply had an identity crisis: no one was aware they had retail stores. Their look and messaging were inconsistent with each other, causing confusion and a clash in communicating all they had to offer. Rebranding provided a unified look and feel with a clear message, establishing Action as the place to go – both online and in-store – for not only industrial supplies, but safety products and workwear as well.

  • Naming Restructure
  • Logo Design
  • Tagline
  • Brand Positioning, Story, Promise and Rollout
Promotional Videos

Part of the strategy we developed for Action was to tell their story through video for sales calls, e-newsletters, social media, and television. We created a series of hard-hitting, in-your-face videos to promote their new brand.

  • Planning
  • Production
  • Editing
  • Copywriting
action 2015 ford transit van wrap v02 side2 - Action Supply
Vehicle Graphics

Action has a whole fleet of company-owned delivery vehicles, so what better way to reveal the new brand and get the word out than to drive around with it in impossible-to-miss proportions?

  • Design
  • Production
  • Vendor Coordination

Besides taking advantage of the delivery vans, we rolled out the brand in a number of other ways, including radio, social media, new signage, and unique print ads, initially targeted to the Grand Rapids audience.

  • Design
  • Copywriting
action ads - Action Supply
action ads - Action Supply
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