Midway Metals is a manufacturer of custom stainless steel components, primarily for the marine (yacht) industry. Crunchy Frog was commissioned to help re-brand Midway to support its next phase of growth.
The project started with desk research and stakeholder interviews, which provided input for a brand workshop with the team. Based on this, we recommended a change of name and a new brand strategy, around the concept of “On your side”. This recognized the importance of partnerships to both Midway and its customer and was succinctly captured in the new copy we wrote for use across communications.
The identity system was developed to reflect stainless steel running through the ocean, with the colours also representing trustworthy and collaborative. In some applications, the curves form the shape of the hull of a boat. At the same time, the logo was evolved to incorporate the new “Marine” aspect and blended colours were introduced to show the idea of partnership.
We also briefed the photography agency to ensure photos aligned with the identity and our vision for the brand.
Having agreed a direction for the identity, we designed a new brochure, stationery and other documents and built a new website. This was all captured within a brand manual. We also supported Midway with writing and editing copy for mailers and other documentation and prepared a copy writing guidelines document.
“Midway Metals was established in 2005 and had been growing well, but we knew we needed a step change in our communications to meet future sales objectives.
While looking for a partner to help with this, Crunchy Frog was recommended. They came to visit the factory before presenting us with a thorough proposal that clearly demonstrated their understanding of our business and our aspirations. The team recommended a considered and structured approach to address our needs providing clever options and the guidance we needed.
The new brand strategy has become much more than just words on a page: it has created a clear sense of purpose that is driving how we work and how we talk to clients. Along with our new name, identity and professional communications, it’s given us greater confidence to promote our service to a new, demanding audience. It’s put us where we needed to be and the reactions to our new brand is exactly what we required.
Crunchy Frog did a brilliant job, highlighting what we had to do, at the right time and always contributing positively, throughout the process. We paid for a quality service and still got more than we expected.
I’d recommend Sarah and Paul and the team, any day of the week.”
Anthony Jolly, CEO, Midway Metals Marine