ON 2 JUNE 2014, BRADKEN’S
CAST METAL SERVICES BUSINESS
WAS GIVEN A FACELIFT WITH THE
RELEASE OF A COMPLETELY NEW
LOOK GLOBAL BRAND IDENTITY.
The successful presentation of a strong,
unified brand is dependent upon a
business’s ability to communicate a
consistent and easily recognisable
visual identity.
With this in mind, the decision
to rebrand ’CMS’ as Cast Metal
Services was undertaken to assist in
the development of a visible footprint
for the Business in what is a highly
competitive global market place,
taking advantage of trademarking the
new name to develop recognisable
visual identity.
The rebrand included the launch of
a new website (available late Nov
2014), Intranet and Style Guide, as
well as a new logo presenting a
strong visual reinforcement of the
Business’ core activities; the sale
of consumable products to the cast
metals industry.
Steve Hall, Sales and Operations
Manager for Cast Metal Services,
said that while the business would
continue to operate as part of the
Bradken Group and support the
Company’s network of foundries,
it was important to establish a
separate brand identity when dealing
with the external market inclusive of
customers and suppliers.
“The rebrand has given Cast Metal
Services the opportunity to approach
the global market with a fresh stylistic
image in order to continue to develop
a reputation as a leading supplier of
differentiated consumable products
to the global cast metals industry.”
Cast Metal Services facilities around
the world were encouraged to
celebrate ‘Rebrand Day’ by wearing
orange and holding site festivities.
To see more of the new look Cast
Metal Services Business visit:
castmetalservices.com
NEW LOOK FOR
CAST METAL SERVICES
The team at the Northgate office celebrating
‘Rebrand Day’
The new logo represents multiple
materials pouring into a ladle.
GLOBALEYES / EDITION 14
3
MARKETING
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