The Premier Supplier of Steel to Steel Connection Products.
In 2020, our client Kee Safety Group was looking to rebrand another company in their organization, LNA Solutions. LNA’s product line is highly technical, covering a wide range of structural connections such as Steel to Steel Connections, Blind Bolt Cavity Connections, Floor Fasteners or Pipe/Conduit Supports.
Often, when you look at a structure made from steel, you can’t see LNA’s products; they’re on the inside, holding it together (think: One World Trade Center.) Their connections and fasteners hold steel together without marring or scarring the connecting metal.
Because their product line is all about strength, we wanted the brand to be, too.
It had been a while since LNA’s last rebrand so the look had become a bit tired and uninspiring. The most-recent catalog was 8 years old, and the information was presented in a somewhat dated format. The website too needed a refresh; the navigation wasn’t intuitive, and the platform it was built on was clumsy and difficult to maintain.
Our goal right from the start was to create a “responsive brand identity” that could be reproduced and adapted to different uses & requirements (horizontal/vertical, different colors, different substrates)
In developing the color palette, LNA requested we venture out a bit from the previous combination, as a similar palette was used by a competitor. We wanted the new collection to be made up of bold, high-contrast, industrial colors. After experimenting with different options, we determined the perfect palette would be made up of a punchy red, white and blue.
Next up was the LNA logo. Though the task was to rebrand, when refreshing the logo there were certain elements we wanted to preserve, or at least keep in mind. Our goal was not necessarily a complete overhaul, but more of a logical next step.
The new logo preserves some of the sturdiness of its predecessor. It’s cleaner and stronger looking, and the representation of the BoxBolt® anchor at the bottom of the letter “A” was replaced by a more universally recognizable bolt head.
Beyond the logo, we developed a distinctive graphical style for hero images and splash pages. These were designed in duotone to add texture and interest and are a clear reference to the company’s strong industrial applications. Superimposed over this are black & white images, adding another distinct layer that draws the viewer’s eye. Even the font is stronger and more commanding, like the products it describes.
All new creative assets are housed in a library so they can be pulled and utilized by the LNA team when needed.
In preparation for both the website and catalog, we took new photos of the entire LNA product line. Each photo was meticulously edited to provide a sharp contrast on any background. There was a library of Autocad and 2D technical drawings; we updated those backgrounds from pale yellow to white, to better match the new color palette.
In both catalog and website, we incorporated a clean way to showcase the products. Customers can view closeups of the connectors and clamps, and then see how they can be used via the CAD or completed project images.
The site navigation has been completely redesigned; the product fleet is organized by section, making it simple for the user to sort by product type. Of special importance to LNA is the introduction of the new content management system. The CMS makes it easy for them to update, manage and edit content, even creating new landing pages on the fly.
LNA’s product catalog is a 44-page detailed listing of every product in the line. The information is highly technical and often communicated via charts. We classified the products the same way they’re presented on the website and reworked the charts so the information is a bit more digestible. Yes, the drawings are pretty technical, but we were still able add in some visual interest.
As with any rebrand, we redesigned supporting communication like business cards, letterhead and other supplemental materials.