Moline Bearing Co.
Marketing Machinery in Motion
Moline is a small company that makes a world-class product—bearings, those generally unseen components that keep modern machinery running smoothly. But Moline faces stiff competition from much larger companies.
With the goal of increasing brand awareness among prospects and strengthening loyalty among Moline’s existing end-users and distributor network, we created a brand communications plan. Based on our own research, including customer interviews and sales call observations, we repositioned Moline by focusing on its differentiating strengths—speed, reliability, and customer understanding.
In every aspect of communications—from the company’s new branding to the website to promotional items and product packaging—we worked to express Moline’s energy, friendliness, and commitment to service—a breath of fresh air for this industry category.
Portraits of the people you speak to when you call Moline and images of staff at work in the shop express warmth, pride, and longevity. In contrast, product photography is crisp and clear to make identification for replacements (a critical customer need) easier. Product shots also highlight the sculptural quality of the forms, making the offering the star.
