Alpha Hooks Brand Identity
Starting in a small garage in Riverside, California with a CNC machine and a TIG welder, Alpha Hooks was a startup idea that began with custom tow hooks for off-road and heavy machinery use. While there was interest in their products, gaining traction in an already crowded market was difficult without any kind of brand identity and positioning. I was approached to build a brand identity system and promotional materials for Alpha Hooks so that they could standout at industry trade shows as well as on the trail. My challenge was to build their brand so that they could stand their ground against bigger industry players and potentially attract investors to help scale to a larger market outside of Southern California.
MY ROLE
Research
Competitive analysis
Art direction
Design
Production
RESULTS
Within two years of the brand identity rollout, Alpha Hooks was acquired by a major competitor in the outdoor equipment industry. This acquisition was a testament to the success of the new brand identity system, which had effectively positioned Alpha Hooks as a highly desirable player in the industry. It was a clear indication of how the new brand identity had transformed the client's business from an up-and-coming contender in the industry to a major force to be reckoned with.