Balex
Automatic Boat Loader
As a nation surrounded by water, boating is part of New Zealanders DNA. Over the generations, this passion has led to numerous world-first inventions developed by Kiwis to make boating easier, safer and enjoyable. The Balex automatic boat launching and retrieval system is one such invention. As an ingenious, powerful hydraulic system, custom boat trailers can also be retrofitted to existing trailers and floating docks. Previously launched into the local market, the brand was moving out of this phase and into a growth stage, which would see it increase sales in New Zealand and sell globally.
To meet this need, our collaboration with the Balex team has resulted in an evolved brand and visual assets highlighting the technology, system benefits, and premium tech-forward proposition. Inspired by the powerful high-torque hydraulic motor, the new bespoke wordmark is simplified and angled. The distinctive belt drive, a system's key feature, is now integrated into the logo as an iconic device. The identifiable red colour is combined with black for a simplified and considered colour palette. These assets are boldly used across physical and digital consumer touch points, simplifying the proposition with a sense of Kiwi ingenuity and confidence.
With its new brand in place, Balex is going global with its product, offering boaties anywhere a best-in-class boat launch and retrieval service.
Range of work: Branding, Identity
For more about this project visit: https://www.weareonfire.co.nz/design/balex-branding-design-nz/
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