Our team developed an architecture under the MEMA master brand with related names that clarified and brought renewed purpose to the sub-groups. Four sub-groups now streamlined into two: Original Equipment Suppliers and Aftermarket Suppliers, both designed in a new brandmark system.
Finding Their Voice
Now MEMA would speak as one without losing the personalities of the two new distinct subgroups. Our writers developed a verbal identity that was strong, precise and inspiring. We designed verbal guidelines to be clear and concise, ensuring and empowering membership and leadership to speak with a unified, authoritative voice.
Our design team evolved the MEMA brandmark, reimagining legacy elements—such as the signature circle—as new symbols to represent members and MEMA's role as having a 360-degree view of the automotive and mobility industries. Our designers collaborated with our strategy department and MEMA membership and leadership to subsequently create congruent visual identities for MEMA's two sub-groups: MEMA-Original Equipment Suppliers group and Aftermarket Suppliers group. We designed deliverables to empower member sub-groups through distinct visual identities, descriptors, brand lines, and photography that meaningfully reflected their distinct specialties and personalities.
MEMA is a historic brand that has stood the test of time. Our team helped modernize it, fast forwarding over 100 years to better reflect their diverse membership and leadership in the industry. With a new durable brand framework, clear sub-group architecture, and precise verbal and visual identity, MEMA has created a powerful presence that can affect change on Capitol Hill and across the entire industry.