Transforming a Corporate Brand Identity :

Established in 1991 as an indigenous manufacturer of bead wires for tyres; Rajratan Global Wires Ltd. had; by 2015; grown to become India’s largest bead wire company.With two modern manufacturing plants and a global clientele, the need was felt to revamp the Corporate Brand Identity and marketing communication to reflect the new realities and confidence.

The exercise had 3 prime components:

1. Modernizing the logo to reflect contemporary reality and future ambition. The brief also mandated that the double ‘R’ element of the logo be retained in the new design.
2. Developing a brand positioning which encapsulated the ethos and values of the brand.
3. Revamping the entire Corporate Brand Communication

The Approach:

Extensive and open discussions with Rajratan’s leadership team were held to understand their business – the product, the technologies, the processes, the clients, the competition, and the business challenges.

The history of Rajratan and the story of the early years was understood. Rajratan’s struggles and challenges and how it evolved into its current avatar provided valuable insights into the culture, ethos, vision and key values.

This helped in defining the tonality of brand, its design grammar, and arriving at its positioning.

A Corporate Identity Manual to act as a ready reference and guide to the Corporate Identity and its correct usage, was also developed for Rajratan.

The Final Output:

To

Brand Positioning Explained:

Click to view the revamped Rajratan Website

Click to view the Rajratan Corporate Film

Corporate Stationery and other collaterals

Corporate Brochure

Corporate Branding and its Usage