Telling the Story of American Manufacturing

NASHVILLE, TN.  July 18, 2018 – K2forma is pleased to announce its collaboration with Wil-Ro, Inc. for the launch of a new brand for the premier custom truck body manufacturer. Partnering with the Nashville-based manufacturer, k2forma created a comprehensive brand strategy to deliver a website and collateral that reinforces and elevates the company’s identity and reflects its growth as a leader in the industry.

Believing in the importance of American-made products and building on the resurgence of manufacturing in the United States, articulating Wil-Ro’s mission and vision took on new meaning for Josh Coster, who purchased Wil-Ro in 2017. Recognizing the need to effectively communicate the company’s values throughout messaging and visuals, k2forma worked with Coster to shape a brand identity that would both celebrate the company’s past and rewrite its future.

“k2forma is proud to support American manufacturing and promote Wil-Ro’s commitment to its community. Seeing the brand’s incredible potential to grow is truly rewarding for our agency.”
– Kelly Koeppel, President and CEO of k2forma, Inc.

Storytelling evolved as the key element for developing the new site. To capture the Wil-Ro experience, k2forma spent time at the factory and used one-on-one conversations to find out what motivates the team behind the quality and craftsmanship of every Wil-Ro product. At its core, Wil-Ro’s brand story truly is the story of its community – business owners, veterans, welders and long-time locals.

Known for quality and craftsmanship, the reputation of American-made products is upheld by the manufacturers producing them. For more than 45 years, Wil-Ro has fostered the integrity of American manufacturing, building a trusted name by producing custom truck beds in Gallatin, TN. While the longstanding reputation of the Wil-Ro name is a valuable asset, the existing brand did not adequately convey the mission and vision for renewed growth under the dynamic new leadership team. With Wil-Ro’s new website, k2forma saw a unique moment to both leverage the power of brand heritage, and build on new opportunities to move the brand forward.

Click here to read the full case study for the Wil-Ro brand process.