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I knew that if I failed I wouldn't regret that, but I knew the one thing I might regret is not trying.
- Jeff Bezos | Whether you think you can or you think you can't, you're right.
- Henry Ford | The most difficult thing is the decision to act, the rest is merely tenacity.
- Amelia Earhart | Don’t ask what the world needs. Ask what makes you come alive, and go do it. Because what the world needs is people who have come alive.
- Howard Thurman | If people knew how hard I had to work to gain my mastery, it would not seem so wonderful at all.​
- Michelangelo |
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Connecting Firefighters

Rebranding​ ​a​ ​manufacturer​ ​in​ ​Chief​ ​Technologies

Client Chief Fire Provided Branding
Project Rebranding Chief Fire Year 2015
The Challenge

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.

Something​ ​bold​ ​that​ ​could​ ​stand​ ​on​ ​it’s​ ​own​ ​and be​ ​flexible,​ ​like​ ​the​ ​firefighters​ ​who​ ​use​ ​Chief​ ​Fire​ ​equipment.​

The Process

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.

Problem Solved.

The​ ​mark​ ​we​ ​settled​ ​on​ ​was​ ​a​ ​flame.​ ​The​ ​flame,​ ​teamed​ ​with​ ​a​ ​modern,​ ​san​s-​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.

The​ ​flame​ ​can​ ​stand​ ​on​ ​its​ ​own​ ​as​ ​a​ ​distinguishable​ ​mark​ ​and​​ ​be​ ​used in​ ​other​ ​branding​ ​efforts​.