Sales tripled
2017 to 2023 Source: Berg management, as told to NDG
Berg Chilling Systems
Industrial process cooling, Toronto, customers in more than 50 countries
What we did
- Brand audit
- Logo update
- Tagline and brand voice
- Corporate materials
- Corporate and product websites
(01) The task
The task
Berg had been building industrial chillers since the 1970s and was known in its industry. Management set a target of tripling sales.
The logo, the brochures and the website were from another era and told customers nothing about the new ambition.
The obvious move was a new brand. Berg did not want to lose decades of recognition, and neither did we.
Berg Chilling Systems Inc. designs, builds, installs and services custom industrial cooling systems for customers in more than 50 countries. When management committed to a threefold increase in sales, they asked New Design Group for branding and marketing communications that would signal the new effort to customers and to their own team.
The first decision was the one we argued against: a new brand. It would have thrown away recognition built over decades and taken time away from the sales target. Management agreed, and we upbranded instead: the name and the wordmark stayed, everything the company shows was renovated around them. A clear statement of what Berg does spoke to its industries more directly than cleverness would have.
(02) The work
What we did
-
01
Brand audit
We looked at everything Berg put in front of customers and staff and agreed with management on an upbrand instead of a rebrand: keep the name and the equity, renovate the rest.
-
02
Logo update
The Berg wordmark kept its shape and got a more modern colour and a small typographic change. Everyone who knew Berg still recognised it.
-
03
Tagline, vision, mission, position
New tagline: Expert thermal process energy management. Vision, mission and position statements written about what Berg does for its customers, not about machines. Word plays on cold were considered and dropped: a plain statement of the business speaks to engineers more directly than a clever one.
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04
Corporate materials
Brochures, presentations, signage and a marketing analysis with competitive and market recommendations, produced in one system so sales and engineers speak the same way.
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05
Corporate and product websites
berg-group.com rebuilt with search by industry and by product, interactive equipment pages and a quote request that asks for the details engineers need. NDG has hosted and maintained the site since.
(03) The result
The result
Sales tripled
- Berg reached its target of tripling sales between 2017 and 2023.
- "Our traffic numbers are up 300–400%, and our leads gained as a result of that have gone up as well." Berg Chilling Systems on Clutch, August 2020.
- The brand, the materials and the website are still in use; NDG has hosted and maintained berg-group.com since launch.
“They don't feel like a vendor to me because they are so easy to talk to and have our best interests at heart.”
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