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.