Biddeford, ME
If you are a rock climber, an FDNY firefighter, a professional tower worker or an arborist, Sterling may very well be a household name to you. For more than 20 years, Sterling has been making some of the world’s finest ropes and life safety gear for climbers and workers who brave heights.

Sterling is as dedicated a group as you’ll ever meet when it comes to product quality and a commitment to U.S.-based manufacturing. They came to id29 with a simple but far-reaching problem:
Their 20-year-old brand no longer matched the quality of their products or their nature as a forward-thinking innovator and highly active member of their community. They needed help. They needed a total revision of their approach to branding and marketing.

Brand Strategy & Identity

For several months, we worked with Sterling to analyze their company, their brand, their markets and the profiles of their varied customers. From there, we developed an all-encompassing new visual brand that modernized Sterling and was relevant to all of their varied markets.
  • Previous logo

  • New logo

    A new symbol and custom-designed wordmark.

    Sterling Brand Book: and internal-facing document for aligning employees with the tone of the new brand.

    Print Catalogs

    Tradeshow & Exhibit Design

    Advertising Campaign

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