RiderTool is a heavy machinery & manufacturing company based out of Oshawa, Canada. Segovia A & D Inc. was tasked with a complete rebrand and overhaul of the company’s corporate branding. Starting with a logotype/brandmark and mini styleguide, the new branding was then applied throughout all of the touchpoints of the company.




A custom sales kit was developed, consisting of a 9×12 folder, an 8 page brochure as well as individual sell sheets that could be tailored to the prospects business interests.



Branding was applied to all aspects of the corporate visibility: website, stationery, brochures, sales kits, vehicle/fleet graphics, and complete office reception overhaul.


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Below are some of the concepts that were developed in the creative research & process. There are many ways visually and conceptually one can develop an idea. Each design captures the same strategy in different ways. Brandmark development is usually a collaborative and exploratory process that ultimately leads to the path that best represents the organization’s values and image. It becomes an identifier and visual fingerprint and should capture the essence of the organization.