OUR CLIENT
Detail Minded.
Forward Thinking.
ENGAGEMENT | BRAND IDENTITY DESIGN
Four decades of reputation. A visual identity built to carry it.
OVERVIEW
TMX Shipping Co., Inc. has spent over 40 years doing one thing exceptionally well: moving wood products across the globe. Founded on the Crystal Coast in Morehead City, North Carolina, TMX has built a reputation in the forest products industry for precision, reliability, and the kind of personal service that only comes from decades of focused expertise. They don't try to be everything to everyone. They know their lane, and they own it.
When TMX came to Heartwood Brands, they felt that their visual identity hadn't kept pace with the standard they hold themselves to in every other aspect of their business. The logo was recognizable — and beloved internally — but it stood alone. There was no cohesive visual identity system behind it. No guidelines for how the mark should live across different applications. For a company that prides itself on precision and professionalism, the gap between their reputation and their visual presentation was worth closing.
SERVICES PROVIDED
VISUAL IDENTITY
BRAND STRATEGY
GRAPHIC DESIGN
THE CHALLENGE
TMX's leadership had a genuine attachment to their logo, and for good reason. After 35 years in the market, it carried real recognition and equity within the forest products industry, the kind you can't manufacture overnight. A wholesale redesign was never on the table, nor should it have been.
But the existing mark had structural issues that created real practical problems. Dated 3D effects (gradients, highlights, and drop shadows) made the logo difficult to reproduce consistently across key applications like screen printing, embroidery, and signage. Inconsistent letter spacing, line weights, and negative space gave the overall mark an unbalanced appearance that didn't reflect the caliber of the company behind it, and certain design elements, such as the sweeping curve of the "M" against the straight lines of the "X" — created visual tension rather than cohesion.
Beyond the logo itself, TMX's in-house team had done the work of developing a solid brand strategy, but had limited guidance for a cohesive visual identity system to bring it to life. The brand existed in their reputation and their relationships. The goal was to make it visible.
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Original Logo
New Logo
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Brand Collateral
We worked closely with Brewco's team to design a custom trade show booth along with a comprehensive suite of brand collateral to equip them with all the necessary tools to make a significant impact at upcoming industry events and conventions.
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Brand Manual
To ensure consistent and effective application of TMX Shipping's refreshed brand identity across all marketing channels, we developed a comprehensive Digital Brand Manual. This essential tool empowers the small, but mighty TMX Shipping team to confidently execute their branding with precision and uniformity. The manual provides detailed guidelines on the appropriate usage of all brand assets, including logos, color schemes, typography, and additional brand elements. It also outlines the photographic style that aligns with the brand’s revamped identity, ensuring every aspect of TMX Shipping's communication is coherent and on-brand.
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CLIENT FEEDBACK
"The team at Heartwood Brands were instrumental in revitalizing our brand’s image. They brought creativity, professionalism, and a deep understanding of our vision. Their expertise and dedication made the entire process completely seamless, and the results exceeded our expectations."