Brand Strategy and Design firm
 
 

MERGER & ACQUISITION: NEKOOSA & R.TAPE

Positioning R.Tape for growth by building a stronger brand architecture and tech foundation.

 
 
 
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“David, Tino, and the team helped us modernize our brand and digital platform to reach more end-users and drive demand upstream to our distributors”

LAURA SLOVENSKY, CHANNEL MARKETING DIRECTOR

As a long time brand partner, we have been through several growth stages and acquisitions with R.Tape. At this stage of growth, we helped them reorganize their brand structure to clarify their offering to reinforce their leadership position and win over new customers.

COLLABORATED SINCE 2008

WORKED ON 5 SEPARATE NEKOOSA BRANDS

BUILT 4 WEBSITES & COUNTING

OVER 200 PIECES OF PRINT MATERIAL DESIGNED

 
 
 

BRAND CHALLENGE

How do we use brand to build better customer relationships to expand our offerings and scale the business?

When R.Tape was acquired by Nekoosa, their growth strategy was centered on acquisitions and product line expansion. In the process, they had outgrown their original identity and “house of brands” system. In addition, their website needed a significant back-end upgrade to support a more diverse and technically complex product offering.

We were brought on to evaluate the brand and experience debt that had accrued. We used our findings to guide an update to their communication strategy, brand architecture, and website.

 
 
 
 

OUR SOLUTION

Developing a scalable brand system and data architecture to set them on the path of growth.

01 | BRAND IDENTITY UPDATE

When we first designed the brand, R.Tape offered 3 products. Over the next 7 years they grew to 13 product lines with over 70 products. The goal of the brand refresh was to make sense of the growing product offering and create a visual and naming system that could accommodate future additions. In doing so, we clarified the relationship between the various product brands and the parent brand to build equity across several markets.

02 | CUSTOMER GROWTH THROUGH BRAND RELATIONSHIP

The growing product offerings required a matching communication and web platform to extend their brand reach and strengthen their customer relationships. We worked with R.Tape to simplify their communication approach and design a scalable product catalog to engage end-users and distributors, build loyalty, and encourage advocacy.

 
 
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“By making it easier to find and use our products, R.Tape became the highest grossing brand in our portfolio”

GUY LEIGH, VP OF SALES & MARKETING

THE RESULT

Over the next 3 years, R.Tape grew into the most profitable brand in Nekoosa Holdings portfolio.

We are currently helping Nekoosa scale their business by integrate newly acquired brands and developing new technologies, like the next generation digital catalog. The new catalog brings all portfolio offerings together into a single site that increases the opportunities for up-sell and cross-sell.

 
 

PROJECT TEAM

DAVID BARNUM / BRAND STRATEGY

TINO CHOW / BRAND & EXPERIENCE STRATEGY

KENO MULLINGS / TECH & ENGINEERING STRATEGY

CHRIS WILLIAMS / WEB DEVELOPMENT

PRAMOD MAHARANA / UI & BRANDING DESIGN