As the creative director and brand designer on this project, I led a full brand refresh for 3BG Supply Co., an industrial MRO provider looking to modernize its identity and better compete with industry giants. Working closely with a skilled copywriter who developed the voice and tone, I shaped a new visual and verbal identity for the brand, followed by UX and content strategy to guide their internal team in implementing the refreshed design across digital channels—most notably their website and email marketing.

My Role

In this project, I was responsible for:

• Creative Direction: Led the visual strategy and creative process
• Brand Identity Design: Designed a new logo, color palette, and typography system
• Voice & Tone Collaboration: Partnered with a copywriter to define messaging and brand personality
• Website UX & Content Strategy: Created the site architecture and page-level wireframes/mockups to support internal implementation
• Email Design Direction: Provided guidance and template design for brand-aligned email marketing

The Challenge

3BG had established itself as a reliable name in the MRO space, but its brand hadn’t kept pace with its growth or ambitions. Their identity lacked distinction and failed to communicate the company’s innovation, expertise, and customer-first approach. At the same time, their email marketing strategy was underperforming due to weak segmentation, inconsistent design, and limited automation. Internally, the brand lacked clarity—both in terms of voice and visual expression—making it difficult to maintain consistency across teams and touchpoints.