This manufacturer of thousands of different products, were producing just one large catalog. Their campaign needed focus, organization and consistency of delivery. We built a brand that satisfied all of these requirements. We helped them segment their markets and produced 4 smaller catalogs to those markets. We also categorized their locks based on the level of security needed (minimum, moderate & maximum). Though the market was segmented, we created one consistent brand that worked for all of them. The tagline was: The Specific Lock Needed for Precisely the Security Required. This worked well. For example, it appealed to OEMs - they knew they would get precisely what they needed for their design. Another market, Vending Operators, responsded to it because they could get the specific lock needed for each of their different locations.

This brand was integrated into all marketing communications.