We were working with an industrial company—fresh branding, cleaner pitch layouts, outreach that didn't look like every other supplier. Then someone from STAIRMAX saw what we were building.

"We want to feel like that too."

STAIRMAX designs and builds industrial stairs, platforms, and access solutions. Practical stuff. The kind of business where people assume branding doesn't matter because procurement teams only care about specs and pricing.

But here's what we've noticed working in B2B: decision-makers are still human. They might be rational about budgets and timelines, but they're also the person who has to present your company to their boss, defend their vendor choices, and feel confident about who they're partnering with.

When functional isn't enough

The STAIRMAX team was tired of looking generic. Their proposals blended into every other industrial supplier's materials. Their outreach felt outdated. They had solid engineering and competitive pricing, but nothing that made procurement teams remember them after the meeting.

They didn't need fancy. They needed distinction.

Building pride into precision

We created an identity that felt as engineered as their products—clean lines, structural thinking, but with enough personality that people would actually remember it. The logo system worked whether it was on a technical drawing or a trade show banner. Colors that said "professional" without screaming "boring industrial company from 1995."

The real test wasn't how it looked. It was how it made them feel.

What shifted

The transformation hit the team first. Suddenly they felt proud showing up to client meetings. Their proposals looked like they came from a company that cared about details—which, in engineering, matters more than people think.

The sense of belonging was immediate. They went from feeling like just another small industrial supplier to feeling like they worked for a modern manufacturing company that knew what it was doing.

Beyond the assumption

Industrial doesn't have to mean invisible. Even in the most technical B2B sectors, the humans making decisions notice when you've put thought into how you present yourself. STAIRMAX learned that professional doesn't have to mean forgettable.

Sometimes the best branding strategy is simply not looking like everyone else who thinks branding doesn't matter.