Metcar

The diagnosis

We began by learning the business before redesigning how it looked. Through conversations with leadership and employees, plant visits, workshops, competitive research, technical documentation and a full audit of existing materials, we immersed ourselves in how Metcar's products are engineered, specified, sold and used — and in how its engineers, sales teams and customers actually talk about them.

1. 01

   The company was global. The brand didn't feel global. Materials developed across different teams and markets lacked a shared visual language, creating an inconsistent brand experience.

2. 02

   The product needed to become easier to understand. Metcar manufactures highly specialized components whose value lies in their materials, engineering and performance. Existing communication did not always make those differences immediately clear.

3. 03

   The category already had a vocabulary of its own. In some markets, a competitor's trademark had become closely associated with the product category itself. Metcar needed to strengthen recognition of its own name while clearly communicating what its materials and components could do.

The challenge wasn't to make an industrial brand look better. It was to make decades of engineering expertise easier to see, understand and trust.

Engineering the identity

The existing mark carried years of recognition, so the objective was never to replace it. We refined it, softened its geometry, standardized colour and typography, and built the visual system that had been missing around it — the system that would let the identity extend far beyond the logotype.

1. 01

   Product first

   Carbon graphite components became the visual protagonists. Isolated, enlarged and precisely photographed, they allow engineering to speak before decoration does.

2. 02

   Carbon as structure

   The hexagonal geometry associated with carbon became a subtle graphic language, extending the material itself into the identity system — patterns and textures drawn from the thing the company actually makes.

3. 03

   Engineered to feel light

   Floating compositions give technical components visual space while referencing one of the material's valuable physical characteristics: low weight.

4. 04

   Technical, not distant

   Industrial precision did not have to translate into cold communication. Warm photographic tones balance precision with human expertise, reflecting the engineers and specialists behind every recommendation, application and after-sales conversation.

Designing for engineers

Communicating Metcar meant learning enough about carbon-graphite materials to ask better questions. Content couldn't simply sound technical. It had to withstand review by the people who engineer, specify and manufacture the products.

Research

Material properties, manufacturing processes, applications and industry-specific challenges became part of the creative process.

Translation

Complex engineering information was structured into clearer visual hierarchies without removing the technical depth required by its audience.

Review

Content moved through technical and corporate approval processes before reaching engineers, procurement leaders and decision-makers across markets.

To communicate engineering, we first had to understand it.

What changed

Since 2022, the system has continued to evolve and expand across Metcar's global communications. The brand refresh established a shared visual language across sales, technical and digital materials, creating greater consistency across markets and teams. What began as a brand refresh has evolved into an ongoing partnership spanning communication, design and specialized technical content.

38.2% Average email open rate

Mexico newsletter.

16% Average CTR

Mexico newsletter.

+35% Average organic reach

Across specialized LinkedIn content.

Top 8% LinkedIn SSI

Average SSI placed the personal profiles in the top 8% of their industry and the top 20% of their network during the reported period.

Four years later, the system is still in use — and still expanding.