Corporate Identity for A Sustainability Focus

PurposeBuilt Brands

With its new name “PurposeBuilt Brands,” the leading household and commercial cleaning products manufacturer Weiman Products, LLC was evolving its business to be in line with its new – more sustainable – mission of Keeping Valuable Surfaces Clean AND Keeping People Safe. The company, known for its popular GooGone, BioKleen and namesake Weiman brands, brought Trinity in to develop a new identity system for the new name. One that would be in line with the friendlier and greener mission and clearly signal the shift to its broad range of stakeholders: employees, prospects, customers, suppliers, investors, acquisitions and community.

Creative Strategy
Identity Design
Brand Standards & Usage Guidelines
Category, Audience & Brand Audits
Stakeholder Interviews

The new identity system balances the brand’s contemporary and forward-looking mission (PURPOSE) with its professional, hardworking expertise (BUILT). The wordmark is friendly and strong - with bespoke, two-weight letterforms grounded with ligatures that convey both balance and a strong foundation. The symbol includes layers to signify the multiple surfaces their portfolio of products works on and functions as a flexible design element to be used across communications. The friendly palette uses colors from nature that reflect the brand’s distinctive personality.