News & Press

Melissa talks about THERMITAL

3.2011

When Mar-Bal came to us for help naming and branding their new product, we couldn’t have been more excited to get started. We love a challenge and this project was no exception: name a product that is “the latest advancement in composite and PVD-finishing technology.” Don’t worry, by the time you’re finished reading you’ll be pointing out examples all over your home.

So the product (or the process) is the application of a metalized finish over a composite material. Just look around your kitchen for some great examples — the handle of your oven, your dishwasher’s control panel, the knobs on your cooktop. It is designed to be used on products that require a finish that mimics the look of steel, chrome, brass or other metals, but where heat-resistance is important. It’s truly an amazing product that offers almost unlimited design flexibility, colors and finishes.

The first step was to come up with a name for this amazing technology. We love to do this as a group, and that means everyone! Even though only a few core people will end up working on the account, at the naming stage we like to get the whole agency involved. Believe it or not we’re all pretty creative no matter what our official titles are and these mass-brainstorm sessions always prove to be productive. So one morning over a few cups of coffee and some bagels, we gathered and threw out all of our ideas. The good, the bad, the silly, and even the inappropriate — you name it we yelled it out. Before we knew it half of the room had paper taped to wall, illustrating a seemingly endless stream of consciousness. We nixed, we crossed out, and we booed until only three names remained. A few days later after some obligatory legal work to make sure these three names were legit options, and after the designers came up with logo options for each, all three choices plus logos and taglines were presented to the client.

Fast forward through a few weeks of back and forth, logo tweaks, color options, etc. and we arrived at a final name and logo! THERMITAL (pronounced therm-it-all) is the new name on the market for this amazing technology and we hope it becomes the Kleenex of its industry! The logo is below and the icon illustrates the thermoset composite interior material and the thin, metalized coating on the exterior. The gunmetal gray and orange are a nod to the cool, sleek look of metal and the role of heat, both in the manufacturing process of the product and in the heat-resistance of the finished piece. The tagline is as sleek and streamlined as the product itself — it’s really that straightforward. Design anything (either on your own or with the help of Mar-Bal) and Mar-Bal will mold it and finish it. Simple as that.

We hope you enjoyed reading about one of our recent exciting projects. Do you have an amazing new product just waiting for a name? Perhaps a struggling brand that could use some rejuvenation? Call us or stop in — we’d love to talk!

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