THE CHALLENGE
As Wikoff approached its 70th anniversary, the company had evolved far beyond the organization many customers originally knew.
What began as a respected ink manufacturer had grown into a diversified enterprise focused on innovation, performance, and customer solutions. While the business had transformed, its brand had not fully kept pace.
With decades of manufacturing expertise across ink, coatings, and specialty chemistry, Wikoff operated multiple divisions under separate web properties (Wikoff.com, WikoffDigital.com, WikoffGraphics.com) with inconsistent visual identities, no unified brand standards, and a digital presence that underrepresented the company’s scale and sophistication.
Three obstacles defined the challenge:
A fragmented brand architecture. Three separate websites and an inconsistent visual identity across Wikoff Color, Wikoff Digital, and Wikoff Graphics created confusion for customers and prospects. There was no unified brand story and no shared visual language to tell it.
No modern brand standards. Without documented guidelines for logo usage, typography, color, photography, co-branding, signage, or digital templates, every piece of communication risked diluting the brand. Internal teams and external vendors had no single source of truth to work from.
A digital presence that didn’t match the company’s standing. Wikoff’s website and visual assets didn’t reflect the depth of capability or the quality of product behind the name. A company with the reach, history, and employee-owner culture of Wikoff deserved a digital presence that could open doors at enterprise accounts and carry the brand into a new era of growth.
THE APPROACH
BRK built from the ground up: identity first, standards second, digital infrastructure third and did this in four interlocking phases:
Logo & Sub-Brand Identity System.
BRK developed one distinct custom logo for the main Wikoff brand, each exploring a different visual direction with a range of styles and themes. The brand system included two sub-brand variations for Wikoff Digital and Wikoff Graphics.
Website Redesign & Consolidation.
BRK led a comprehensive refresh and consolidation of Wikoff’s digital presence merging WikoffDigital.com and WikoffGraphics.com into a redesigned Wikoff.com. The project spanned strategic planning, UX/UI design, custom WordPress development, content migration, SEO setup, and performance optimization. The new site featured a fully redesigned homepage, overhauled markets and product pages, revamped About Us, Resources, and Services sections, and a consolidated brand narrative across all three divisions.
Two-Phase Brand Standards.
BRK developed Wikoff’s brand standards in two phases. Phase 1 established the full identity foundation: logo usage, color palette, typography, photography and video guidelines, embroidery and screen printing specifications, business card and letterhead templates, a presentation master template, and flyer and brochure standards. Phase 2 extended the system into operational and digital environments such as co-branding guidelines, interior and exterior signage, email signature design, Microsoft Teams background templates, social media standards across Facebook, LinkedIn, and YouTube, campaign-in-action mockups, and example email marketing templates.
Photography, Video & Visual Assets.
To support the new website, brand standards, and marketing materials, BRK produced a professional content shoot capturing headshots of Wikoff’s board and executive team, group photography, facility and signage imagery, and dynamic video footage for social and digital use.
THE EXECUTION
Brand Standards Phase 1
A comprehensive brand standards document covering the full identity foundation: logo overview and usage rules for all four marks, brand color palette, typography hierarchy, digital icon creation (favicon and social profile image), photography and video guidelines, embroidery and screen printing specifications, business card template (two-sided, two concepts), business letter template, five-slide presentation master (Canva and PowerPoint), and flyer and brochure cover standards.
Custom Logo Development
One original logo developed and refined to a final mark for Wikoff including a standalone social media icon, vertical and horizontal versions, and two sub-brand variations for Wikoff Digital and Wikoff Graphics.
Brand Standards Phase 2
Extended the brand system into operational environments: co-branding guidelines, interior and exterior signage (two concepts each, one final each), email signature design, Microsoft Teams background template, social media standards for Facebook, LinkedIn, and YouTube (cover, profile, post, and thumbnail specs), campaign-in-action mockups across print and digital, four-frame sample social posts per platform, email marketing template examples, and a complete brand management protocol.
New Website
Full redesign and consolidation of Wikoff.com merging WikoffDigital.com and WikoffGraphics.com into a single, unified digital presence. Delivered through six project phases: strategy and planning, UX/UI design, custom WordPress development, performance and SEO, QA and deployment.
Photography + Video Content Shoot
Professional on-site shoot covering board and executive headshots group photography, holiday content, lab and facility including drone footage.
THE RESULTS
BRK delivered a complete brand and digital transformation for Wikoff from a fragmented multi-site presence and inconsistent visual identity to a unified, standards-driven brand system built to support enterprise B2B growth.
CLIENT QUOTE
“BRK Global Marketing it was such a pleasure to work closely with the entire team on our rebranding project. From day one your team connected with our vision and provided amazing support throughout the project! We could not be happier with the results. Thank You!”