Bridging the Gap Between Design and Durability: A Consultative Rebranding Success Story

How Cubbison used rapid prototyping and innovative marking methods to translate a complex gradient logo onto high-end stainless-steel products

Company

Our client is a manufacturer based in Northeast Ohio that specializes in fixtures for public washrooms. While many competitors in the market produce units made of plastic or polycarbonate, the company distinguishes itself by manufacturing premium products made of stainless steel. Cubbison has served as a trusted, long-term partner for the company for over 15 years, with a relationship dating back to approximately 2008.

Situation

The company initiated a comprehensive brand refresh to align with an updated product line and a name change. This rebranding coincided with their entry into a new market: products that help adults with disabilities and mobility limitations use public washrooms.

This transition presented a significant technical hurdle regarding logo reproduction. Their original logo was a simplistic design of only two spot colors. Their new branding featured a complex gradient color design with a geometric shape.

The company’s external marketing agency produced attractive graphic designs that looked excellent on white paper but did not translate effectively to a stainless-steel background, where colors do not pop in the same manner. With a major trade show approaching in August, the company faced an urgent deadline to secure physical product samples that accurately represented their new, premium identity on metal.

Solution

Cubbison utilized a consultative approach to bridge the gap between our client’s internal team, their marketing agency, and the technical realities of metal fabrication. To ensure that the logo designs created for brochures and other print materials were functional on a metal substrate, Cubbison engaged in intensive rapid prototyping. This involved producing approximately 25 versions of the logo—testing various color combinations, font changes, and sizes—at no cost to the client. This allowed the company to touch, feel, and place actual samples on their units to verify the aesthetic before moving to full production.

The finalized technical specifications for the nameplates were engineered for maximum durability and brand fidelity:

• Materials: Nameplates were produced using aluminum and stainless steel, while placards were manufactured from polycarbonate.
• Marking Method: The plates were chemically etched and filled with enamel paint in two spot colors. To accurately replicate the difficult gradient of the logo, Cubbison integrated a digital printing process into the production workflow.
• Durability and Security: Because the units are located in high-traffic restrooms, they are subject to frequent chemical cleaning and potential tampering. The etched approach was specifically chosen because it ensures the brand image remains clear and visible even if the paint is eventually scratched or worn away by users.
• Adhesive: The plates are affixed using adhesive, selected for its high-adhesion performance in humid environments while remaining at a cost-effective price point.
• Sizes: Multiple sizes of plates were manufactured.

Results

Cubbison successfully delivered the new parts in time for the Fall trade show, allowing the company to unveil its refreshed brand to unanimously positive vendor feedback. By December, the company transitioned into full production using the new etched and digitally printed plates.

The rebranding has already empowered the company’s expansion into the new market. The successful collaboration ensured that the company’s new logo looks as professional on a stainless-steel unit as it does on paper, supporting their long-term goal of substantially increasing sales through a more modern and high-end brand identity. Following the success of this project, the client has expressed a willingness to continue collaborating with Cubbison on future marketing efforts.