ECF is an independent, 100% Australian-owned business, with a proven track record in the fasteners industry. Last year ECF supplied approximately 40 million fasteners to a wide range of small, medium and large businesses across Australia. They have a team of highly experienced professionals that bring more than 40 years of technical knowledge and genuine service to every customer relationship.
We were commissioned to undertake a review of ECF’s brand with a view to signalling their new strategy, transforming from a state supplier into one of Australia’s leading fastener experts.
Their brand identity did not help them stand out nor did it communicate their unique characteristics and it was not consistent across print and web media. They also had a naming issue. Their logo identified them as Eastcoast Fasteners, which was well known locally but had limited recognition within Australia. We created a new brand idea of 'The Fasteners Experts' to drive their brand communications and brand experience.
We recommended they drop the full name Eastcoast Fasteners and use the acronym ECF, which is now used in all communications. The brand and identity clearly communicates their brand as 'The Fasteners Experts'. It is dramatic, bold and completely differentiates them from all other fastener suppliers nationally. The new brand identity and look and feel was launched in July 2014.