The true story of Channel-Ex
Early in 2007, Action Adventure Squad was approached to design a website for Channel-Ex who was looking to expand sales of their sustainable building products into North America.
What attracted us to Channel-Ex from the very start was their concern with environmental impact and their dedication to providing builders with the option of sustainable building products. Their ethic is simple: do no harm and balance safety with ecology.
Breathing Life into a Stale Identity
Working in collaboration with our good friend and renowned designer Lesia Hickey we recognized Channel-Ex’s old identity system was simply not representative of a company who prided itself upon sustainable and ecologically sound products.
Though the original brief called for a simple website, we were still able to provide a refresh of their logo and wordmark to give their identity a touch more personality than before. Channel-ex was so enamored with the results, they immediately requested a redesign of their business cards as well to bring their print materials up to the high standard we had set.
Fireproof Brand Ethics
Channel-Ex sees themselves as protectors. They create fire-proof building products to protect families as well as eco-systems. We were impressed by their determination to only offer products that proved a balance between safety and ecology. These crucial points of difference were transcribed into Brand Value documents, which influenced the overall design from the start.
Before a single line of code was written or before a single Photoshop document was created, we had taken the care to research the market, the brand values, responsibilities and objectives of the client. Understanding the client and its audience is mandatory before any good design can ever take place.
Sappily Ever After
With a new identity, web presence, and print materials, Channel-Ex is currently well-positioned to grow their business in the North American market. We consider this brand rescued, but our work is never done … Look for more in 2008 from Action Adventure Squad and Channel-Ex.
