Creating a game-changing wheel technology
An existing client of WDA, Rimblades are regarded as the world’s leading manufacturer of bond-on alloy wheel protectors. To complement the bond-on offering, Rimblades were looking for support in branding, launching and marketing a revolutionary new ‘tyre-trap’ technology.
What we did
Brand naming solution, Brand strategy, Brand visual identity including ‘infinite’ Logotype,Photoshoot, Art direction, Sales tools, SEMA360 virtual show platform, Trade lander page, Social media launch activation, Press release content and distribution, Blog articles.
TAKING DOWN THE ESTABLISHMENT
The biggest challenge was breaking through the existing conventions of the category, by educating the audience that there was actually a much better way to deliver a tyre trap wheel protector solution.
Through our detailed market research we knew that our audience’s biggest pain point with traditional tyre-trap offerings is the fact that they are a universal product. And this means they have a MAJOR WEAKNESS – they need to be joined.
A GAME-CHANGING TECHNOLOGY
The new product on the other hand, is a continuous rim-specific brand – with no unsightly join. This gives total integrity to the protector, with no chance of joint failure or any safety issues related to sudden tyre deflation or resultant detachment damage to wheels, arches and bodywork. Additionally, the continuous band is both easier and faster to mount to the rim, is a far better fit, has superior performance and is inherently safer.
ENDLESS PROTECTION AND STYLE
We determined that the continuous band advantage was so compelling that we proposed the whole brand strategy be based around it.
As part of this strategy we devised the RimfinityTM brand name and positioning and developed a bold new visual identity including the ‘infinite’ logotype concept – featuring a new visual icon designed to always be readable as the wheel (protector) rotates.
“We have been immediately impressed with WDA’s knowledge and understanding of market placement for our product range. They really are very well versed in the automotive sector.”