INDUSTRY

Industrial Instrumentation

DELIVERABLES

BrandScript, Messaging Framework, Brand Guidelines, Brand Book, Resource Center, Experiential Branding

Company Overview

Ashcroft, a global leader in pressure and temperature measurement solutions, set out to refine its brand positioning and strategy. With a legacy of precision and innovation, the company aimed to align its brand with their strategic goals while balancing global consistency with regional market needs.

The Challenges

Despite Ashcroft’s strong brand heritage and technical expertise, its internal teams lacked a unified access point for essential brand and marketing resources. Teams across regions were using inconsistent templates, outdated messaging and varied visual executions, leading to misaligned communications and inefficiencies.

Over time, inconsistent logo use, varied tone of voice and unaligned messaging across touchpoints weakened brand perception both internally and in the market.

Ashcroft needed a visual identity that could do three things at once: honor its legacy, support a modern and inventive brand position, and scale consistently across regions, teams, and applications.

The Solutions

We translated Ashcroft’s clarified purpose, values and voice into a disciplined, yet flexible visual system built for global use. The work focused on turning strategy into practical, usable design tools rather than decorative assets.

Key elements included:

  • A refined product logo system centered on the shield as a symbol of trust and protection

  • A simplified, ownable color palette led by Shield Blue with clear guidance for digital and print use

  • Clear typography standards that balance technical precision with approachability

  • Distinctive graphic devices and angles derived from the shield to create a recognizable visual language

  • Photography, iconography, charts and illustrations designed to be user friendly and authentic

  • Custom pattern derived from the angles of the shield setting Ashcroft apart from its competition


Strategy, positioning and messaging

    1. Conducted more than 25 individual interviews to gain knowledge on the current state of the brand and build a SWOT analysis.

    2. Led an in-person workshop to discover the true values resonating from the teams collaborating around the world.

    3. A competitive assessment was created to see where Ashcroft sits among the top competition and where we could push the brand further.

    1. Crafted vision, mission and values which allowed us to define key messaging including proof points and an elevator pitch.

    2. Refined Ashcroft’s BrandScript and messaging framework.

Brand Guidelines & Brand Book

    • Created a comprehensive Brand Guidelines document outlining:

      • Logo usage rules (clear space, color reverses, misuse examples)

      • Corporate color palette with CMYK/HEX/Pantone values

      • Typography system with hierarchy and usage

      • Photography, iconography and graphic style

      • Verbal identity: brand voice, tone and messaging principles

    • Designed a narrative-rich Brand Book to inspire:

      • Brand story and heritage

      • Core values and audience insights

      • Examples of how the brand comes to life across channels

      • Practical application in presentations, social, signage, and digital

    • Delivered brand training sessions.

    • Provided downloadable templates and toolkits.

    • Set up brand governance guidance for future content creators.

Global Resource Center

  • A concise, structured brand standards guide and Brand Book reinforced Ashcroft’s visual and verbal identity, complete with usage rules, color systems, typography and logo treatments.

  • Professionally designed, preapproved templates (presentations, datasheets, email signatures, digital brochures) enabled teams to work faster and stay on brand.

  • Clear messaging guides and positioning statements and audience-specific talking points ensured that global communications sounded consistent and confident.

  • Files, guides and templates were organized in a searchable, secure platform with version management, so teams always used the latest assets.

Global Brand Video

As part of a global brand refresh, Ashcroft needed a powerful, modern way to introduce its brand to employees, customers, and partners worldwide. The challenge was to translate a complex industrial business and deep legacy into a clear, emotional story—one that reinforced trust, safety and innovation without feeling technical or corporate.

McL Brand Design led the creative direction and narrative development for Ashcroft’s global brand video, ensuring it aligned seamlessly with the newly defined brand strategy, messaging and visual identity.

  • The video was anchored in Ashcroft’s core belief that measurement moves the world forward, positioning the brand as a protector of people, processes and performance.

  • We translated the brand purpose, values and positioning into a concise, human story focused on real-world impact rather than products alone.

  • Every frame was designed to reflect the new brand standards: confident, clear and grounded. From typography and pacing to color and composition, the film reinforced Ashcroft’s refreshed identity.

  • Partnered closely with video production teams and internal stakeholders to ensure authenticity, global relevance and long-term usability across channels.

Experimental Brand Expression

Following the launch of a new brand strategy visual identity and messaging system, Ashcroft wanted the brand to be felt, not just seen. Offices and manufacturing facilities needed to reflect the same clarity confidence and purpose expressed externally while supporting pride connection and collaboration internally. The goal was to create spaces that felt distinctly Ashcroft, welcoming to employees and meaningful to visiting customers.

We developed an experiential branding framework that translated Ashcroft’s mission vision and values into physical environments. The work focused on using space as a storytelling tool one that reinforces culture, aligns teams and brings the brand to life every day.

Key elements included:

  • Large-scale murals featuring Ashcroft’s values, mission and vision applied with clarity and restraint

  • Environmental graphics that showcase real employees collaborating, problem-solving and working in the field

  • Branded moments in high-impact areas such as entrances, corridors, conference spaces and manufacturing floors

  • A visual system aligned to the global brand standards including color, typography, graphic devices and tone

Each installation was designed to feel authentic and human, celebrating the people behind the precision while reinforcing what Ashcroft stands for.

The experiential branding transformed functional spaces into branded environments that inspire connection and pride. Employees see themselves reflected in the brand and visitors immediately understand who Ashcroft is and what it values.

The Results

A cohesive brand identity brings the Ashcroft brand to life with clarity and confidence. The system is intuitive for internal teams, scalable across global markets and strong enough to unify everything from a brand video and marketing materials to product documentation and internal communications. All departments now communicate with a consistent visual and verbal identity, improving clarity and credibility.

By tightly aligning visual expression with brand strategy and messaging, Ashcroft now shows up consistently as one brand, everywhere it operates.