BEFORE & AFTER
Before: A brand built for a different era. Functional, but not fighting for attention.
After: A complete visual system built to match a business that has been setting the standard for over sixty years.
Before a single visual decision was made, we started with a deep-dive kickoff into the history of the business, where they stood in the market and what they wanted the next chapter to look like. That conversation shaped everything that followed.
​
From there we built a creative direction document mapping their differentiators, market position and competitive landscape. Then came the mood boards: three distinct visual directions that pull the work out of the abstract and into the room. Polytarp responded strongly to two, and together we combined them into something entirely their own.
​
That direction became the brand: visual identity, typography, colour system and full guidelines. A collaborating agency led verbal identity and the website build, working alongside us throughout. After launch, we extended the system into infographics, icons, digital assets, print and trade show materials.
1. Kickoff and discovery
2. Creative direction document
3. Mood board presentation
4. Brand development
5. Website collaboration
6. Brand guideline delivery
7. Ongoing brand expansion
POLYTARP
REDEFINING A LEGACY
Polytarp has been manufacturing high-quality polyethylene products in Canada since 1957. They supply industries from construction and food packaging to agriculture and automotive, and they have built their reputation on product quality and relationships that go back decades. When they came to us, the brand had not kept pace with the business. This project was about closing that gap
Polytarp is a family-owned legacy business that has manufactured polyethylene products in Canada since 1957. The reputation was real and the relationships ran deep, but the brand had not kept pace.
​
They came to us for a new website, but the problem was bigger. After more than a decade without an update, they had no brand foundation, no defined voice and an identity that had not been built for today's market. Meanwhile, newer competitors with weaker products were winning business simply by looking more credible online.
​
Polytarp was the better choice. Our job was to make the market see it.
Our aim was to honour what Polytarp had built without being held back by it. Their original logo carried real equity, so we refined it rather than replaced it, modernizing the form while keeping the recognition intact. Around it we built a full system: a bold industrial palette, a clear typographic hierarchy and a graphic language that finally matched the scale and quality of what they produce.
The result was more than a visual update. Polytarp now has a brand that knows what it stands for and holds together across every touchpoint, from their website to the trade show floor.
None of it would have worked without the right sequencing. Brand before website. That is a harder conversation with a client who came in asking for a site, but it is the reason the final result worked.
Within 6 months from launch
7x Website traffic | $1M+ New revenue attributed to the rebrand​
The results came fast. When a business finally looks as serious as it is, the market responds.
​
Polytarp now has a brand that holds up everywhere, from digital ads to trade show backdrops to printed sales materials. Their sales team has language to match the visuals, and their competitors have something new to measure themselves against.
​
The engagement did not end at handoff. Polytarp kept us on for ongoing brand development, and eight months later they came back ready to redesign the logo. The original had carried them a long way, but next to a brand built for where they were going, it no longer fit. They reached that conclusion themselves, which is exactly why it was the right time.
Nearly seventy years in business. The brand finally shows it.
INDUSTRY
Manufacturing: Plastics
SERVICES
Rebrand
Brand Strategy
Creative Direction
Website Design
Branded Marketing Material
Trade Show Design
Digital Asset Creation
CREDIT
Website: GoDemandGen,
Rory Braatvedt, Melody Chan
Verbal Identity: Rory Braatvedt