Rim Guard Marketing – A New Look for the Beet Juice Ballast

In 2017, RimGuard came to us for help in creating a brand as unique and effective as their product, and for assistance in redesigning their website.

Close up of laptop used on the farm

How We Helped

Logo Design and Branding, Website Design

Background

Rim Guard is the optimal tire ballast made with a proprietary formulation that begins with a byproduct of sugar beet processing. In 2017, RimGuard came to us for help in creating a brand as unique and effective as their product, and also for assistance in redesigning their website to reflect the new brand strategy.

The Challenge

RimGuard’s team desired a fresh design for their logo to form a basis for all marketing materials. Their website was functional but confusing. Goals for the redesign included offering content their users wanted, becoming more visible online to potential dealers, and providing a portal for existing customers.

The new logo, color palette and typography were carried throughout the web design, and a complete content overhaul including rich media refreshed the site offerings.

Our Approach

The graphic element in Rim Guard’s new logo was designed to represent a simplified version of the product in use on the underside of a tire. We selected a strong, modern typeface, with the tire element hovering over the word “RIM.” By using a palette of green and plum, we captured both the agricultural and beet juice component of the Rim Guard product. The color palette and typography were carried throughout the web design, and a complete content overhaul including rich media refreshed the site offerings. Portals for becoming a dealer and for existing dealers were placed consistently throughout the site for easy access at any point in the user experience.

The graphic element in Rim Guard’s new logo represents a simplified version of the product in use on the underside of a tire.
The graphic element in Rim Guard’s new logo represents a simplified version of the product in use on the underside of a tire.
We developed branding guidelines including color palette and typography for use in all marketing materials.
We developed branding guidelines including color palette and typography for use in all marketing materials.

Results

The logo and branding design provided visual guidelines for all marketing materials moving forward. Site navigation and usability far surpassed the original design, and Rim Guard’s use of the site as a marketing and informational tool has helped drive increases in sales.

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