ABOUT

The Challenge
WallMax had created an innovative mechanical sealing system used across rail, energy, utilities and infrastructure projects. Its colour-coded modules made installation faster and more accurate by allowing users to identify, size and configure seals with ease.

While the product stood out in the market, the brand did not. The existing identity felt outdated, and marketing materials were heavily focused on technical specifications and certifications.

There was also limited visual alignment between WallMax and FILOform. Following discussions with the Marketing Team, we agreed that evolving the existing brand would be more effective than creating a completely new identity.

Our Approach
Brand Evolution: Rather than beginning with the logo, we looked first at the product itself. The layered colours found within the WallMax modules provided a strong visual starting point and became the basis of the new identity system. What began as a practical product feature was transformed into a distinctive visual device that could be applied consistently across the brand.

We then refined the logotype. The aim was to retain familiarity and preserve elements of the original typography while creating a more contemporary design. The updated logo was developed to work seamlessly within the wider identity system and reinforce the modular nature of the product.

The Solution
We created a refreshed brand identity centred around a new logo, a refined typography system and a colour palette inspired directly by the WallMax product range.

A clearer information structure, stronger visual assets and more considered layouts were introduced to improve usability and create a better balance between technical information and key product benefits.

At the same time, we clarified the relationship between WallMax and FILOform, establishing a stronger brand architecture and a more cohesive visual language across all communications.
The identity was designed to work consistently across:

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

Each component was developed as part of a unified brand system, ensuring consistency across every customer touchpoint.

The Outcome
WallMax now has a visual identity that is directly inspired by the product it represents.
From the logo and colour palette to brochures, brand guidelines and digital communications, every element works together to communicate the clarity, reliability and practicality that define the WallMax system.