Rebrand for growth: TruLine Civil

: Tru-Line Civil corporate stationery system and website.

: The Tru-Line Civil business card is dressed to impress. Printed 3 colours including one metallic ink. Civil engineering is the sort of work where you are out in the field getting your hands dirty so the matt laminate, and radiused corners ensures they are robust and presentable on the job. The well crafted embossed logo is a theme repeated in the stationery system. It is craftsmanship that says quality.

The Tru-Line Civil rebrand’s good-looking corporate stationery system works hard and adapts easily. The design conforms to the world’s most popular business look. It is corporate—uncluttered, clean and impressive. The Tru-Line business system, consists of A4 letterhead, envelope, business card, with compliments slip and a versatile laminated and embossed document folder that is trimmed down from the same worksheet as the folder to create a custom Word document cover with a window. The system is easily manipulated and I can adapt it for almost any use. At the core of the system is the Tru-Line Civil logo, or “mark” and a separate block of text. The dynamic illustrated logo sends a powerful message.

In addition to the full set of corporate stationery the custom Word bid document template delivers highly critical business-to-business information, primarily tender bid documents, that are read by professionals who read every word. With no need to “hook” the reader in, and because they are responding to customer’s ROI and RFT (Registration of Interest, Request for Tender) Tru-Line Civil’s B2B documents can be long, dense with text, charts, tables and organised so it’s information flows like water from a tap.

The grid-basd layout sweeps the reader smoothly from front to back uninterrupted so they can relax and absorb the information they have requested. Should they need to jump and backtrack, the TOC (Table of Contents) enables this to be achieved with ease. Professional photographs from the case study image library I’ve built are appropriately placed and captioned throughout the documents.The documents are set in sharply defined newsy fonts well suited to laser printing.

For a neat corporate look the mirrored-page, single column layout is built on a four column grid to handle odd shapes and sizes of images. The mirrored layout enables professional 2-sided printing on the in-house laser printer when clients request published and bound copies of tender bids. The Word documents are distilled to high-quality PDFs for hassle-free publishing and binding in-house, and are saved as reduced size PDFs for electronic submissions.

TruLine’s coherent, organised civil engineering website

The brand identity is followed through on the website which is populated with MagentaDot Brands’ photos, and content I’ve written.in a collaboration with TruLine’s projects manager. If you think rebranding is a good strategy for your firm contact me here.

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Credits

Printer: Brightprint Ltd
Font credit: Vitesse, Vitesse Sans (Forza), Helvetica Neue, Helvetica Neue Condensed