What was the situation?
In 2018, Platinum Equity, a global private investment company, asked Oden to develop a branding framework and marketing materials for their newly acquired company, Ball Metalpack, a steel can and aerosol container manufacturer.
The company was previously a subsidiary of Ball Corporation, a global industry leader with $11 billion in annual sales. It was essential that they go to market with a strong, cohesive brand to establish the credibility of the new, smaller company and solidify their position as a player in the industry.
“We understand timing is critical for acquisitions. We were able to step in and quickly develop a branding framework and all the supporting materials they needed to demonstrate the quality that internal and external customers could expect from the new company,” says Bret Terwilliger, Principal/Chief Creative Officer at Oden.
How did Oden help?
We began by establishing a framework for the Ball Metalpack style that would tell a cohesive brand story. The look we developed incorporated visuals of the company’s product line in unexpected ways. Steel backgrounds with grids and circles served as frames for imagery, color, and copy—creating a unique and memorable look that stood out from the competition.
From there, we built out a full logo suite from the existing logo that they wanted to leverage. To ensure consistency across brand impressions, we developed brand identity guidelines that defined the color palette, typography, and imagery style.
In order to quickly meet the needs of the salesforce, we created templates to easily adapt the new look across any marketing materials they may need—anything from business cards and email signatures to data sheets and presentation decks.
We also applied the new look to a landing page to meet Ball Metalpack’s immediate need for an online presence, and wrote and designed a multiuse PowerPoint deck executives could use to introduce the new company to customers.
What were the results?
Ball Metalpack launched with a look the client loved. They had all the tools they needed, in hand and ready to go. Because the company doesn’t have a dedicated marketing department, they’ve asked us to handle their marketing and branding needs moving forward. In addition to Ball Metalpack, Platinum Equity has engaged Oden to help with other acquisitions.