Versa Gripps was a family-owned business in Sorrento, Maine, that made a seriously strong impact on the world of working out—they’re the inventors of weightlifting straps that are considered the best in the industry by professional bodybuilders and competitive weightlifters.
When we met them, Versa Gripps had been in business for almost 20 years with a tried and true logo and a penchant for red, white, and blue. However, as we began to consider a migration from their DIY Weebly website, it quickly became clear that in order to maintain their supremacy in the market, a brand refresh and expansion was necessary.
We kicked off our refresh process by digging into their history, their product line, and the impact those products have on their loyal customers. We modernized their existing logo and developed a logo system that included thoughtful and strategic variations with their symbol, wordmark, tagline, “Made in the USA” messaging, and "Authentic Dealer" branding. With this, they now have the flexibility to vary their collateral while remaining cohesive and clear. We expanded this to include a set color palette and defined typographic standards as well as fresh patterns—all inspired by high performance, movement, speed, strength, and balance.
This was an exercise in evolution—honoring the past while positioning Versa Gripps up for the future. Working from an extremely limited set of established assets, we were able to present Versa Gripps with a fully functional expanded brand system, setting them up for decades more of success.
