This lack of awareness posed a tremendous missed opportunity that Tek Pak desperately wanted to seize. Tek Pak founder and president, Tony Beyer, quipped, “We have the largest tooling department in the thermoforming industry that nobody knows about.”
To address this challenge, the team decided to shift their tooling & prototyping division into a separate company, Tek Tooling. The split brought clarity and focus to the brand, with an increased emphasis on the company’s specialty tooling and prototyping prowess, while simultaneously expanding their corporate portfolio. The team hired me to develop a brand identity, web design, and brand video for the new company.
During our exploratory meetings, certain consistent brand stories emerged:
I designed the logomark to reflect these phases of realization— the fine tuning, the testing, the skill and patience to evolve an idea into an innovation.