BAYNUM
How do you take a 40-year-old painting company to exciting new heights?
The fearless heroes of the amusement park industry are the professionals that give rides and attractions those dazzling finishes that both delight visitors and protect assets. And while Baynum Painting had evolved in scope and service to become the industry leader, the company’s identity had not. The brand needed a fresh coat of strategy, design, and relevance.
Client
Baynum Solutions
Category
B2B Commercial and Industrial
Services
Brand Strategy
Brand Architecture
Naming, TOV & Messaging
Corporate Identity & Activation
Background
Since 1983, Baynum Painting Inc. has built a global reputation as the premier painter of amusement park attractions and water rides. As the business grew, its scope of services increased to include industrial and construction services with a differentiated brand. But while the company’s name & identity had strong equity, they no longer communicated its full capabilities and even confused some prospects and clients. A new strategy was needed to create clarity, position the firm for the future, and accelerate growth.
Redefine the Company
We took the brand down to the rivets. What does Baynum really stand for? What does working with them mean to their customers? Studying the landscape and collaborating with customers and stakeholders, we arrived at a new brand strategy centered around a core promise “We’ve Got Your Most Valuable Assets Covered.”
The name “Baynum Painting” was limiting and ignored all the new services. A simple change to Baynum Solutions frees the brand to tell a bigger service story. Coupling it with designators such as Amusements, Commercial, etc., allows for articulation.
Reimagine the Identity
The refocused brand is brought to life with a boldly articulated new brandmark. The equity deep red and burgundy are maintained but amped up and modernized. The feel is all about movement! It’s active, dynamic, and as transformative as the results Baynum Solutions brings to every project.
Activate Globally
Baynum Solutions comes alive on the web, in advertising, on apparel, signage, vehicles, and more. Combined with a cohesive brand voice, tone, and message, Baynum Solutions now tells a story around the world of superb craft, large-scale expertise, good-natured service, and above all, a relentless pursuit of the “WOW!” experience.
““COHO’s ability to translate Baynum’s various businesses into one universal brand strategy brought our team together under a unified vision and gave us a framework that leadership regularly references when making major decisions. Our new identity excites both employees and customers and is helping propel us towards amazing growth opportunities.” ”
