after helping u.s. tsubaki (ust) establish their brand

After helping U.S. Tsubaki (UST) establish their

brand value proposition and messaging, CBD

Marketing leveraged the new brand platform to

develop a creative concept that UST could bring to

market. The creative concept was brought to life in

the form of a catalog cover and has defined UST’s

brand look and feel since.

Tsubaki “Leading the Movement” Campaign

After asking CBD to lead branding and value

proposition work, UST wanted their new

brand identity translated into marketing

materials. This transformation focused on

moving UST from a product-centric to a

partner-centric brand and served as the

guidelines for all future marketing collateral.

UST was looking for something to really set

them apart and present them as the ideal

partner for their customers.

Primary audience for marketing materials

– end users for power transmission tools

● Primary target within end users:

• Mostly male, age 20 to 40

• Modern lifestyle

• Most likely not so familiar with UST

● Secondary target within end users:

• Mostly male, age 41 to 60

• Familiar with UST

● Includes maintenance, reliability,

production engineers and purchasing/

plant managers

● Need products and expertise that

solve specific issues

● Want to work with partners that are

proactive in maintenance and are

willing to be on the floor with them

● Appreciate forward-thinking partners

who bring innovation to their

operations

● Need customizable products and are

looking for companies who proactively

offer solutions and ideas

● Want to maximize uptime and

productivity

● When it comes to power transmission

components, they install them, then

forget them

● Usually only think about power

transmission components again

when something breaks

● Want a partner who understands the

urgency and time-sensitive aspects of

their operations and is always at-the-

ready to lend a helping hand


UST Value Proposition: U.S. Tsubaki is your partner for optimizing operations. We understand

the impact that the right partner can have on the success of our end-users, which is why

quality products are just the start of our commitment. We have the largest manufacturing,

sales and support footprint in the U.S., allowing us to bring the right quality solutions and

services to you, to keep your operations running smoothly. No one has more products, on-

site services, people and innovations to help you save costs and increase productivity. We

continue to invest in our U.S. manufacturing locations year after year, because U.S. Tsubaki

is committed to the future of our customers’ operations.

UST is…

Your partner for optimizing operations. We put our knowledge, passion and innovation

into everything we do to help you get the most out of your operations.

Main Messaging Points:

● UST manufactures more products domestically than any of our competitors

● UST has the largest network of engineers ready to help solve problems and

optimize your operations

● No one offers more innovative products, support and programs designed to help

you maximize uptime, get the most out of your systems and provide demonstrable

cost savings

● We’re a forward-looking company with more people and resources focused on

the future of the U.S. power transmission and conveyor market than any other

manufacturer


CBD started by creating mood boards for various concepts

and catalog cover layouts for each. UST picked a combination

of two of the concepts.

The overall vision statement for the approved concept is:

This high-color, high-impact design exploration positions U.S.

Tsubaki as a dynamic partner always at the ready to ensure

continuous operations. Through the use of forward-leaning

lines borrowed from the logo and bright color washes within

the in-situ photography, we experience the brand’s passion

and dynamism.The use of the true-to-worklife situations

prove U.S. Tsubaki’s commitment to getting right in there

with their customers to solve problems and continually

optimize operations. Additionally, the tagline is all about the

kind of support customers should expect from U.S. Tsubaki –

and the outcomes they’re both driving toward.

The main tagline of the approved concept is:

Leading the Movement

Sprockets

Dynamic Cable Carriers (KabelSchlepp)

Backstops and Clutches

Roller Chains

Engineering Class Chains

Power Transmission Components

BRAND

DIVISIONS


Once UST chose the final concept, CBD finalized

the first catalog cover and has since designed

more catalogs, print ads, and emails using the

new look and feel.


after helping u.s. tsubaki (ust) establish their brand

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