Design : American Metal Filter Company

American Metal Filter Company (AMFCo)—a manufacturing company with more than 20 years experience making washable metal, air, and grease filters—was being challenged to remain competitive in an ever-changing global market. Val Deilgat, AMFCo founder and president, looked to encompus for guidance. Tapping into AMFCo’s rich history and heritage, encompus rebranded AMFCo as a true American manufacturer. Working from comprehensive internal interviews and competitive research, encompus and AMFCo created a mission, vision, and value statement that positions AMFCo as a precious national legacy fulfilling an important domestic need. From this initial concept, a logo was developed featuring a contemporary, all-American illustration of a bald eagle to reflect the products’ craftsmanship and longevity. The visual organization of the product information and collateral materials conveys the strength and dedication AMFCo delivers to its retail customers, contractors and dealers.

The rebrand included a logo and visual identity system, color palate, typographical guidelines, product data sheets, sales collateral, presentation folder, advertisement campaign, and a direct mail package that included a sample filter, T-shirt, and introduction to the company’s new image.