PlainJoe Studios

The basic rule of storytelling is 'show, don't tell.'

Julianna Baggott
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You can create a business, choose a name, but unless people know about it you're not going to sell any products.

Richard Branson
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Cerakote

A refreshed brand identity — the perfect finish for this industry-defining product.

An Elite Brand

Cerakote is hands down the best ceramic thin film coating on the market today. Our goal—make sure that the brand communicated the best in class nature of the product and positioned it for growth.

First, we established a visual and emotional tone for the new branding. We took inspiration from the US military’s special forces—we felt that the refreshed Cerakote brand should feel like a rugged yet sophisticated Navy Seal.

FIREARMS

AUTOMOTIVE

MOTORSPORT

SPECIALTY

MILITARY

We developed a new graphic language to extend the identity: typography rules, custom iconography, armor-inspired textures, and the “finishing graphic”—a slash set at precisely 64.65 degrees (a critical number in the product’s engineering process).

NO ORDINARY SHIPPING BOX

We turned a throwaway box into a significant touchpoint for the brand without an increase in production costs.

We Are...

Confident but not braggarts

We’re comfortable in our skin. We have no need to exaggerate with over the top claims or posturing. We won’t shy away from stating facts or asserting claims of superiority—however, there is a fine line between confidence and insecure bragging.

A FINISHED BRAND VOICE

We created rules to govern how Cerakote should sound in written communications. This helps to ensure that the way the brand looks and the way it sounds remain in sync. One of the principles of the new voice is listed above.