CBI Cables is a wiring systems manufacturer from Oriskany, New York with a global presence in the live entertainment industry, and over 300 active retail music dealers.
The company had used the same logo and visual identity since the founding in 1981. I wanted to pay homage to the previous logo that had seen them through so much. By incorporating three blue stripes with an exaggerated perspective and a tight square crop, I believe the new logo was given enough differentiation while maintaining a level of familiarity.
Retired (1981 - 2019)
The very geometric 'Proxima Nova' font family was selected as the primary text for the logo, headers, and paragraphs. With concerns that this would be too stale, I paired it with 'Perfect Redemption' as an approachable accent font for all major pieces of collateral.
With black and white being the two primary colors used throughout the identity, I decided early on to use a splash of color (preferably a gradient) as often as possible.
The confidential pricing catalog is distributed to every verified dealer throughout each industry we serve. This is our master catalog with products and pricing covering our whole line of cables. For the sake of maintaining pricing confidentiality, I have censored the catalog.
Pictured above is the 20' x 10' set up of the CBI Cables tradeshow booth redesign on display at NAMM2020, and a shot of it ready for freight shipping. I put a lot of effort into solving sales staff's previous pain points around tradeshows. Some of these upgrades included:
Self-contained in a convenient shipment container that doubles as a display table on the far right of the booth (accessible from the rear for hidden storage space)
Previously shipped on multiple pallets with heavy-duty plastic wrap
Reduced average set up time (by two people) to take 45 minutes
Previously two hours
Made it possible to set up alone
Previously required assistance for at least two steps of the set up
Weight was about 1/4 that of the previous booth
Resulted in a reduction in freight costs that, after one event, more than covered the full costs of the new materials