IDENTITY
ROLL-OUT
A free-spirited rebrand
for Weld MFG
2024
This Stateside manufacturing team make laid-back, vintage-style blanks for brands and individuals. We’re talking 70’s bellbottoms, dusty highways, motel road trips and a whole lot of denim. The brand was built by a team of creative heads who had forged their eclectic tastes into something unique, that was really taking off. Despite unreal products and collaborations with loads of cool brands and artists, their brand visuals were ad-hoc, inconsistent, and failed to reflect their cool personality, high-quality, or credibility. We worked with the team to channel their unique twist on nostalgic Americana into a solid system, packed with personality, that finally does them justice.
Weld MFG are free-spirited creatives who love to collaborative, but they also have a great appreciation for craftsmanship and industry. Their brand personality encompasses the laid back attitudes and adventurous spirits of Big Sur bohemians, So Cal surfers, Venice Beach skaters and Rocky Mountain Cowboys. They’re grit AND grace, retro AND modern, freedom AND loyalty.
We built a multi-layered mark system inspired by their worlds of taste and influence.
Taglines became a powerful tool for storytelling, evoking a particular time, place, and attitude. Phrases like Garage Goofin’, Weld Dammit and Makin’ it like they used to feel familiar yet distinctive. They bring the identity to life and help turn WELD from a company into a culture.
”The A&A team had extremely organised methods to help us get to the crux of who we are as a brand, both inside and out. They helped steer us in the right direction using these processes rather than forcing us into anything that felt unnatural to our company. We could not be more thrilled with the brilliantly executed result of well thought-out brand identity and messaging.”
- Stephen Thompson, Managing Member
