EBM Manufacturing needed to establish a professional brand presence for their flagship product, Gentle Roll grain screening equipment. With zero marketing infrastructure and materials created in Microsoft Word, the brand was positioned as a generic commodity in a competitive industrial market.
Transform Gentle Roll from functional commodity to strategically elevated brand serving multiple agricultural and industrial markets.
Original
The original logo failed to communicate Gentle Roll’s key differentiator: heavy all-caps typography conveyed strength and dominance rather than the “gentle” product handling distinguishing equipment from competitors. Illegibility issues in single-color applications limited reproduction on vinyl equipment decals, embroidered uniforms, and cost-effective print materials. Visual confusion between overlapping waves and wordmark prevented the logo from reinforcing the cylinder blade innovation enabling gentle handling—missing the opportunity to communicate competitive advantage while creating technical reproduction barriers.
Redesigned
The redesigned logo solves reproduction limitations enabling vinyl application on equipment, embroidery, and cost-effective single-color printing. Lowercase typography now visually communicates “gentle” product handling differentiating Gentle Roll from competitors—making the logo reinforce competitive advantage rather than contradict it. The logo functions as sales tool rather than technical barrier, supporting brand recognition while communicating product value.
Original:
The original sales materials positioned Gentle Roll below industry standards: while leading agricultural equipment brands showcased products through professional photography and strategic layouts, Gentle Roll’s generic grain elevator stock photography consumed valuable space without supporting sales messaging, forcing actual equipment into small, contextless corners. Competitors demonstrated equipment quality prominently. This gap in marketing sophistication positioned Gentle Roll as lower-tier option despite equipment quality matching or exceeding competitors—the brand presentation didn’t reflect the product value.
Redesigned:
The redesigned system repositioned Gentle Roll competitively by matching or exceeding industry marketing standards: professional product photography showcasing equipment quality enables prospects to properly evaluate manufacturing capability and engineering value. The professional presentation now reflects actual product quality, positioning Gentle Roll as legitimate competitor to industry leaders rather than lower-tier alternative. Sales team gained materials that build confidence in the investment rather than undermining it—supporting their expertise with professional tools that demonstrate company capability.
Trade Show Materials:
Sales Team Field Materials:
Industry-Specific Sell Sheets:
The multi-format approach enables sales team to match material type to engagement context rather than using one-size-fits-all approach.
Logo System:
Versatile logo system addresses technical reproduction requirements and operational needs: simplified variations enable vinyl decal application on equipment, embroidery on uniforms, and single-color printing for cost-effective materials.
Motto Creation:
“Straightforward, Simple Screening” authentically articulates Gentle Roll’s actual product advantages: simpler mechanics and longer equipment lifespan compared to competitors’ more complex machines. In agricultural markets where price concerns dominate purchasing decisions, the tagline validates what sales team already knew—Gentle Roll offers straightforward, reliable solution with lower lifetime cost through durability. The messaging gives sales team clear language to communicate product reality, not artificial positioning.
Product Photography:
Technical Illustration:
Custom technical illustration demonstrates Gentle Roll screening mechanics through detailed cutaway views showing external cylinder blade action and internal product flow. The illustration serves multiple strategic purposes: educating buyers on product differentiators, supporting sales presentations, providing visual proof of the “gentle” brand promise, and establishing technical credibility. This educational asset became central to sales materials, trade show displays, and website content—translating abstract product benefits (non-vibrating, gentle handling) into concrete visual understanding of mechanical superiority over competing equipment.
Gentle Roll transformed from generic Microsoft Word materials to sophisticated, strategically elevated market presence with complete brand infrastructure supporting business growth.
Multi-industry positioning enabled business development across six distinct markets, transforming single-product company into versatile solutions provider serving diverse agricultural and industrial sectors.
Nine-year strategic relationship demonstrates brand stewardship and evolution—currently leading brand refresh initiative building on original system’s equity while updating for current market.
Complete brand guidelines and asset library ensure all touchpoints—from trade show banners to technical brochures—reinforce unified brand identity and strategic positioning.