Case Study

Sterling

About the Work

For more than a quarter century, Sterling Rope has been making some of the world’s finest ropes and life safety gear for climbers and workers who brave heights. Sterling Rope is as dedicated a group as you’ll ever meet when it comes to product quality and a commitment to U.S.-based manufacturing. They came to us with a complex problem: Their brand no longer matched the quality of their products or their status as a forward-thinking innovator and highly active member of their community. Furthermore, the word Rope was part of their name, and their product line now extended far beyond that.

Brand Strategy

Corporate Brand Strategy
Product Brand Strategy
Employer Brand Strategy

Brand Design

Logo/Logotype
Graphics & Iconography
Core Messaging Platform

Brand Engagement

Campaign Development
Point-of-Sale
Product Packaging Design
Tradeshow & Exhibition Design
Sales Enablement
Website Design

OUR WORK

Brand Strategy

We conducted seven working sessions with Sterling’s management team at their HQ in Biddeford, Maine. Their CEO and Founder, Carolyn Brodsky gave us a clear mandate: There were no sacred cows, and it was time for change—as long as we were deliberate and thoughtful. Together, we tore down and rebuilt a more confident, more compelling Sterling brand by carefully considering every brand strategy tenet including objectives, target audiences, product lines, brand architecture, brand promise, positioning, and more.

We developed the Sterling Brand Book to ensure that their entire team and key customers were aligned with the essential details of brand that was developed from the brand strategy work.