B2B Manufacturing Brand Evolution for WallMax®

The Challenge

WallMax had created an innovative mechanical sealing system used across rail, energy, utilities and infrastructure projects. Its colour-coded modules make it quick and straightforward for installers to size and configure seals accurately. The product stood out. The brand identity did not.

The existing branding felt outdated, while marketing materials placed a heavy emphasis on technical specifications and certifications. Visual alignment between WallMax and FILOform was also limited. Following conversations with the Marketing Team, we agreed that evolving the existing brand would deliver the strongest result.

Our Approach

Brand Evolution

Rather than starting with the logo, we first looked at the product itself.

The coloured layers within the WallMax modules became the basis of the new visual identity. What started as a functional product characteristic became a flexible, recognisable visual system that could be applied across multiple touchpoints and applications.

We then turned our attention to the logotype. We refined the original typography to retain familiarity while introducing a more contemporary design that supported the modular approach running throughout the wider brand system.

The Solution

We created a refreshed identity centred around a new logo, typography system and colour palette inspired directly by the product range.

We introduced a clearer information structure, stronger imagery, and more considered layouts to balance technical content with the product’s key benefits.

The result is a brand that is easier to navigate, more consistent and better aligned with the wider visual system.

At the same time, we strengthened the relationship between WallMax and FILOform by developing a clearer brand architecture and a more unified visual language.

 The system was designed to work seamlessly across:

• Brand guidelines
• Product literature
• Technical documentation
• Website design
• Sales and marketing materials

Every touchpoint was developed as part of a cohesive identity system, rather than as a series of standalone assets.

The Outcome

WallMax now has a visual identity inspired directly by the product.

From the logo and colour palette to brochures, brand guidelines, and digital communications, the brand now reflects the simplicity, functionality, and practicality that define the WallMax system.