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METALUBE appoints Threefold for global brand overhaul

Following its recent management buy-in, METALUBE, the international industrial lubricants specialist, has appointed Threefold to manage a significant brand overhaul project. It includes a complete rebrand, the creation of new marketing collateral and a multilingual website to reflect its position as a global leader in its field. The work will be seen across the globe in at least 80 different countries to which METALUBE exports.

The brief was for METALUBE’s new brand to reflect a contemporary, global feel and to achieve standout, yet retain its familiar and confident feel. The new brand identity has been carefully designed with the various audiences, cultures and languages in mind.

A new website is now live for English, Indian and Chinese markets at www.metalube.co.uk. The Western site includes downloadable files translated for the Brazilian and French markets. It is dynamic in nature and allows the site to evolve with additional languages, with its flexible design and content management system allowing new products to be added. A new suite of sales literature and e-marketing initiatives have been designed, as well as exhibition materials and stationery.

Following the rebrand, website traffic increased dramatically, whilst strong marketing collateral helped to improve sales activities. The new branding was successfully launched at ‘Wire 2012’, a key trade event in Dusseldorf, with great interest received from emerging world markets, especially South America. Following the event, METALUBE now has a presence in Brazil and is currently exporting to over 85 countries.