Active Components has been supplying electronic components to New Zealand and Australian manufacturers since 1983. They’re a trusted local business holding their own against global giants by delivering an exceptional relationship-based service. By understanding their customers’ businesses, they’re able to recommend and source the best components. They also produce cost-effective customisations.
Our Brand Chemistry revealed Active Components’ competitive advantages and opportunities. By aligning these with the company’s values, capabilities and business plans, we developed a brand strategy that informed the design process. Recognising there was brand equity in the company’s existing logo, we evolved triangles into 3D forms to better represent the holistic service offering. We also introduced new orientations to convey the company’s agility, as well as colour variations to highlight each area of the business. To increase awareness of the company’s scope we bought an existing piece of buried copy to the very front, ‘over one million electronic components’.
Recognising the importance of customer and public perceptions, particularly where close relationships have yet to be formed, Active Components has applied the more innovative, dynamic and progressive looking branding to touchpoints such as catalogues, vehicles and packaging. Preliminary designs for a website refresh have also been completed. Business is growing as planned and Active Components’ employees have renewed pride in the company they represent.