B2B Manufacturing Brand Evolution for WallMax®

WallMax had developed an innovative mechanical sealing system used across rail, energy, utilities and infrastructure projects. Its colour-coded modules allow installers to size and configure seals quickly and accurately. The product was distinctive. The brand wasn’t.

The existing identity felt dated, while product literature focused heavily on specifications and certifications. There was also little visual connection between WallMax and FILOform. After discussions with the Marketing Team, we agreed the best approach would be a brand evolution.

Brand Evolution

Rather than starting with a logo, we started with the product. The coloured layers within the WallMax modules became the foundation of the visual identity. What was originally a functional product feature became a recognisable and modular visual system that can be adapted across different applications.

The next task was to evolve the logotype. We redrew the logotype to keep visual history of the typography, but created a design that ensured this modularity continued through the brand system.

We developed a refreshed identity built around a new logo, typography system and colour palette derived directly from the product range.

We introduced a clearer information hierarchy, stronger imagery and a more structured layout that balanced technical detail with product benefits.

The result is easier to navigate and more consistent with the wider brand system.

Alongside this, we reworked the relationship between WallMax and FILOform, creating a clearer brand architecture and a more consistent visual language.

The system was designed to work consistently across:

• Brand guidelines
• Product literature
• Technical documentation
• Website design
• Sales and marketing materials

Every element was developed as part of a single identity rather than a collection of individual assets.

WallMax now has a visual identity rooted in the product itself.

From the logo and colour palette through to brochures, brand guidelines and digital communications, the brand now reflects the clarity and practicality of the system it represents.