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Casting a solid foundation with a comprehensive brand system

Ramsden Industries Ltd.
Ramsden Industries Ltd.
How does Hyphen help clients
find their voice?

By starting from the ground up with foundational marketing discovery and brand development.


Clarify and amplify Ramsden’s branding and messaging


In 2019, we were tasked with helping Ramsden – an aluminum foundry based in London, Ontario – reimagine its brand.

Building on the rich 70+ years heritage of this family-owned business, we clarified and amplified the Ramsden brand in line with its overall business strategy and future ambitions.

  1. A professional brand system capturing Ramsden’s unique voice & history
  2. Bold differentiation in a competitive market
  3. Hubspot CRM implementation & training
  4. A solid marketing & sales foundation for future initiatives
Our Responsibilities
  • Discovery (competitive landscape analysis & existing customer interviews)
  • Key insights report (customer personas, positioning, brand story development)
  • CRM research, recommendations & implementation
  • Brand identity development (logo & brand handbook)
  • Branded marketing collateral (business cards, templates, email signature)
  • Brand articulation (key messaging, value proposition, tagline)

The Ramsden foundry from the 60s, newly renovated.

We drew inspiration from the past to build the visual brand elements, including this lattice brick pattern.

The Ramsden "R" appeared in various formats throughout its history.
We knew we had to focus our branding on this element and bring it forward into the future.

Insight 1
Authentic brands are revealed,
not invented

Developing a brand is not about turning your company into something it’s not. Rather, it’s a process of revealing who you really are.

Far from being a simple exercise in design, the building of a brand system must be rooted in a company’s core values, attitudes, culture and history. As a third-generation family-owned aluminum foundry at the forefront of its industry, Ramsden provided us with ample authentic inspiration.

We aimed for a straightforward design approach; display only key information, make it readable and legible.

The right paper stock is important; a thick card stock conveys importance, and the textured paper is a tactile reminder of Ramsden's manufacturing expertise.

A flexible, modular PowerPoint template system was built to allow anyone within the organization to create custom, on-brand presentations on the fly.

Insight 2
Sustainable marketing and
sales success

Churning out a website or slapping together a brochure may meet your short-term objectives, but it won’t drive sustainable, long-term marketing and sales success.

We seek out clients like Ramsden who recognize the value of investing time and effort into developing a strong foundation for their brand. Collaborating with the Ramsden team, we created the strategic building blocks for all future marketing and sales efforts.

Brand systems are important, but are only effective when everyone in the organization is aligned.

We create custom company brand guides that anyone within the organization can use and understand

Insight 3
External perspectives can lead to deeper internal understanding

Bringing in a trusted external partner to analyze, assess and provide feedback can be invaluable for helping you see your company in a new light.

Through discovery sessions, customer interviews and competitive landscape analysis, we developed a deep understanding of Ramsden’s organization and environment. This allowed us to provide Ramsden with clear customer insights, a fresh value proposition and unique competitive positioning.

Brand components must be derived from meaningful studies into company values. The insights we help surface form the basis of strong brands.

A comfortable & collaborative environment, gets even non-marketers excited about brand work.

It was (and will continue to be) a real pleasure to collaborate with the whole team at Hyphen. Together, we arrived at results that just fit and work for where we are headed.

Andrew Ramsden
Andrew Ramsden
President, Ramsden Industries Limited

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