DATE: 2014 | CLIENT: HOWCO GROUP | URL: HOWCOGROUP.COM
About the Project
Howco fabricates components from highly specialized alloys for the energy industry. Hawkeye was approached to conduct an in-depth discovery for the company including internal and external interviews with key stakeholders and customers, as well as a comprehensive competitive analysis in Howco’s target markets. One of the more interesting aspects of Howco was their approach to client relationships. The products that they offer are so specialized and precise that collaboration is of the upmost priority.
Due to the heavy emphasis on collaboration, Hawkeye designed a symmetrical ambigram (reads identical upright or upside down) whose pieces fit perfectly into one another.
The ideas of evolution and technicality were important aspects of the company that needed to be present in the identity; accordingly, the icon was designed to a very specific grid system, with points in the icon that “unfolded” from one another to symbolize this sense of an evolving identity.
As part of the identity system, Hawkeye oversaw the design and production of the paper system, signage and wayfinding, and literature across the 14 different offices which were spread across 4 continents.
The system was compiled and controlled through brand guidelines which were distributed digitally to each location, with an online hub for downloading each element of the identity system. This allowed the company to maintain a consistent approach for the brand from Houston to Singapore.