Wilson Screw - Building a Bold and Consistent Brand for the Construction Market
Wilson is an Indonesian screw and construction fastener brand by PT Inti Karya Semesta. Competing in a building-material market where many products look visually similar, Wilson needed a stronger identity that could stand out at retail while communicating the technical strength and reliability of its products.
Our role extended beyond a logo or packaging redesign. We developed an integrated brand identity system covering the logo, packaging, website, product photography, company profile, employee uniforms, merchandise, product sample boards, and retail banners.
The new identity was built around a strong, technical, and confident personality. The Wilson “W” became a bold graphic element inspired by precision, structure, and the engineered character of screws and fastening products.
A combination of deep blue and striking red created strong visual contrast and helped Wilson differentiate itself from the more conventional appearance of competing products. This bold color system became a recognizable element across packaging and brand communication.
The same visual language was extended consistently across different customer touchpoints—from product packaging and sample boards to uniforms, merchandise, corporate materials, and digital communication—creating a brand that feels unified wherever customers encounter it.
Creating Visibility at the Point of Sale
Retail visibility was an important part of the strategy. We developed a system of bold promotional banners to be installed simultaneously across participating building-material stores, allowing the new Wilson identity to create a stronger and more consistent presence in the market. Rather than treating banners as separate promotional materials, the same key visual, colors, and graphic language used on the packaging were carried into the retail communication. This reinforced brand recognition from product shelf to storefront.
Building the Brand Through Photography and Digital Presence
To communicate Wilson’s manufacturing capability and product quality, we also developed its brand photography and corporate website.
The client actively supported the photography process by preparing the factory and applying the newly developed Wilson branding throughout the production environment before the photoshoot. This close collaboration allowed the photography to present a more authentic and consistent representation of the brand—from manufacturing to finished product.
The website brought together Wilson’s product information, brand story, technical benefits, and visual identity into a clearer digital experience, giving contractors, distributors, and potential customers an easier way to understand the product range and contact the company.
A Brand System That Continues to Grow
The result was a cohesive integrated branding system that gave Wilson a stronger market presence across packaging, retail, corporate communication, and digital channels.
More importantly, the client reported a positive commercial response to the new brand and was highly satisfied with the result. The collaboration continued, with Designata subsequently being entrusted to develop a second brand for the same client.
For us, this became a strong example of how consistent branding across multiple touchpoints can go beyond visual improvement—helping create stronger recognition, market confidence, and long-term client value.
