|Client Chief Fire||Provided Branding|
|Project Rebranding Chief Fire||Year 2015|
Rebranding a manufacturer in Chief Technologies to the more specific industry of firefighting. Chief Fire needed a new look and feel for the rapidly changing field of firefighting. From a new logo and apparel to the actual firefighting units, the challenge was to create a brand that stood out and connected with firefighters.
Bill Heemer led this project as the head of all things marketing at Chief Fire before joining Muhlenhaupt in 2017. The goal was to create a strong, versatile mark. Something bold that could stand on its own and be flexible, like the firefighters who use Chief Fire equipment. Along with creating a logo, we needed ways for Chief Fire to stand out on pieces of equipment that are typically decorated by fire department decals.
As the rebranding was happening, Bill stayed busy creating the experience of the brand across all materials, web, vehicles, uniforms and sales enablement materials. A clean consistent experience was created throughout.
The mark we settled on was a flame. The flame, teamed with a modern, sans-serif font, created a simple, clean and, most importantly, bold look that was the goal from the start. In addition to the whole logo, the flame can stand on its own as a distinguishable mark as well as be used in other branding efforts such as on apparel, marketing collateral and actual fire apparatus.