Challenge

Secureline has been a leader in the cordage, chain, and hardware accessories category for over forty years, however, after years of growth and innovation, it was time for a significant identity evolution. Secureline needed to modernize its brand to remain relevant to their audience.

Solution

I created a fresh and modern brand design system that resonates with their target audience and is flexible enough to adapt to the future. I refreshed all packaging (500+ skus), displays, POP, logos, iconography, and a merchandising system that clearly communicates on shelf. The result was a substantial increase on sales for Secureline products online and at retailers throughout North America.