Action Battery / Brand Refresh & Collateral
We Got The Power.
Tim and Judy Dove started Action Battery Wholesalers (ABW) out of their garage 40 years ago. Over time, the company‘s reliable service, know-how and “get it done right” attitude allowed them to grow from a battery wholesaler into a full-service critical power solutions provider. The company recently entered a new era of employee ownership and growth, and wanted to revisit their brand. This Is Folly updated Action Battery’s name and brand strategy. We then developed a new visual brand identity, business collateral and more. Our friends over at Pollywog pitched in on the brand language.
Work & Credits
Our Work: Discovery, brand positioning, visual identity. brand guide, print collateral, launch video, trade show banners and digital templates
Copywriter: Pollywog Inc.
The brand reflects power. Action Battery is all about delivering and maintaining robust, dependable critical power systems. We drew inspiration from models of strength and reliable service such as power tools and construction equipment. The reflected, electric “A” bolts form the logomark, representing the two elements needed for uninterruptible power: grid power and critical power backup. Their new mark is bold, optimistic and crackling with the kind of energy their customers need to stay up and running.
Sharpening the brand.
We began our work with multiple discovery sessions discussing Action Battery Wholesale’s history, philosophy of service, current business, and plans for the future. From that work, we crafted a forward-looking brand strategy, defining clear brand differentiators, positioning and personality traits. We also recommended dropping the “Wholesale” from their name to sharpen their focus on critical power systems and services.
A new energy.
The new brand is now a standard that customers and employees can rally around and get behind. The brand now helps communicate who the company is and positions them for the future.
