BACE

Compaction is for Recylables, Not Brands

When the folks at BACE, first approached us, four things happened. All of them were equally important:

They told us they could revolutionize the recycling industry.
We expressed skepticism.
They proved it.
We shook their hands and got to work.

Since BACE created a way to couple new-world technology with old-world manufacturing (which we branded and BACE trademarked as IntelliBale™) — and since BACE combined contemporary pricing options and delivery methods with old-fashion values and customer service — we knew its very existence was its greatest differentiator. All we had to do was reflect that differentiation in its corporate identity and express it through various media channels.

Aside from their ability to learn quickly, we were impressed with the OCG team’s enthusiasm. From strategic planning to creative concepting, from program development to tactical execution, they repositioned and elevated the prominence of the BACE brand in surprisingly short order.

Matt Hatfield

Chief Executive Officer

The Challenge

The manufacturing industry has change dramatically over the last 50 to 75 years. Its image has not. BACE had to talk the talk of a 20th-century manufacturer while walking the walk of a 21st-century technologist.

The Opportunity

Capture the elements combined in the BACE business model — integrity, ingenuity, flexibility, reliability, knowledgeability, sustainability, and a relentless commitment to service — and reflect them in all our communications, graphic and verbal.

The Challenge

The manufacturing industry has change dramatically over the last 50 to 75 years. Its image has not. BACE had to talk the talk of a 20th-century manufacturer while walking the walk of a 21st-century technologist.

The Opportunity

Capture the elements combined in the BACE business model — integrity, ingenuity, flexibility, reliability, knowledgeability, sustainability, and a relentless commitment to service — and reflect them in all our communications, graphic and verbal.

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Renderings

Identity

We used a globe encircled by instantly recognizable recycling arrows to reflect BACE’s worldwide reach. We used green to suggest BACE’s commitment to renewability. And we used reflective gray to suggest the solid steel of BACE’s products.

Web

In the 21st century, if you don’t have an effective website, you can’t have a successful business. In addition to the requisite messages and value propositions, we made sure the BACE website included demo videos and a real-time inventory of used equipment.

Advertising

The three most important elements of real estate are location, location, location. Similarly, the three most important element of brand establishment are advertising, advertising, advertising. We created ad campaigns for trade, social, and web media.

Collateral System

To keep production costs down, we created one corporate overview brochure as a pocket folder to maximize its cost-effectiveness, its flexibility, and its shelf life. Then we created sell sheets for every product — vertical balers, horizontal balers, and compactors.

Tradeshows

Since much business in the manufacturing industry continues to be conducted on tradeshow floors, we used a booth and complementary banner stands to create a distinctive presence for BACE, regardless of the venue in which it or the industry to which it exhibits.

3-D Renderings

Since no one should be expected to buy anything sight unseen, we added another high-tech touch to the BACE website — rotating, three-dimensional, virtual-reality renderings of each machine. Those let BACE prospects see that they’d be getting on their first site visits.