Branding: MS Auto
Plymouth-based company MS Yacht Services, a global specialist for protective coating applications, approached Twist amidst a corporate restructure; part of the company’s growth strategy to diversify into construction, automotive, public transport, aviation and medical industries.
Twist were tasked with creating a brand identity for MS Auto – the arm of the company for protective coatings for the automotive industry.
Twist led on the logo development, offering a plethora of options exploring colour and symbol psychology. Recent trends dictate a shift in design preferences towards simple and bold logos as studies found they were more likely to be remembered by customers.
The main challenge was ensuring all brands underneath the MS umbrella worked in synergy; this encompassed MS Yacht Services, MS Custom Refits, MS Protection and 2MS – the innovative protective product line. A solitary red was used to represent the strength and stability of a global company, mirroring the protective qualities of the ceramic products from 2MS and standard of work produced by the other branches of the business.
Once the logo and identity was decided, Twist then applied the new brand guidelines across a range of digital and print collateral from product labels to email signatures.
Twist also led on the design and development of the MS Auto website, mapping out the customer journey to ensure vital information was highlighted at key touch points throughout the site.
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