Ormiston are a family-run business who have been manufacturing and supplying wire for over 200 years. As the years passed, a myriad of design styles and identities have come and gone leaving Ormiston’s visual identity rather muddled.
To coincide with a merger with sister company Midland Wire Cordage, Ormiston asked us to consolidate all their marketing and visual materials under a singular new identity.
The identity is inspired by the cross-sectional view across a wire cable. Wires of differing diameters are braided together in a set pattern to form stronger wire cables. As a company with a substantial environmental policy, including a Queen’s Award for Sustainable Development, the logo also has a dual meaning, referencing the shape of a flower.
Ormiston wanted to use the re-branding as an opportunity to develop new markets for their more specialist products. We repositioned them from being seen as a general wire products provider to a specialist in specific sectors, such as marine, military, and the arts.
This sector-specific approach was applied to the new website. Engaging imagery of wire usage in these different industries was used to draw users to relevant sectors first, before drilling down to the more technical wire product areas.
This sector-led approach to imagery was also applied to the re-design of all of Ormiston’s product and sales brochures. Where possible these have been switched to downloadable documents, reducing costs on print and simplifying access for customers.
Product catalogues were colour-coded by subject area for easier identification.