Hallsten is a multi-generational manufacturer of industrial aluminum products sold throughout the U.S. The company’s brand and positioning was established when the company was founded in 1966 and the logo and messaging were dated. They were looking for a big idea to evolve the brand and become a stronger competitive force in their industry. That came with a bold new logo and slogan which focused on the company’s value proposition and primary industry served. The slogan, Ingenuity Covered, referred to Hallsten’s strength in engineering custom solutions in aluminum products mainly for wastewater plants. The company’s primary product is the leading industrial cover to wastewater tanks which are critical to plant operations and odor control. The new brand was applied to a new website, collateral materials and expansive tradeshow booth.