Logo Proposal
The USA Towel rebrand began following NCS's acquisition of the company. While the brand had established recognition, its identity lacked the versatility and consistency needed to align with the broader NCS portfolio.
As project lead, I developed the rebrand strategy and presented the recommendation directly to the company's CEO. The goal was to build confidence in the direction by clearly communicating both the challenges of the existing identity and the value of the proposed solution.
Through strategic rationale, visual comparisons, and real-world applications, I demonstrated how the updated brand system improved flexibility, strengthened consistency across touchpoints, and positioned USA Towel for future growth.
Approved Rollout
The redesigned identity was built around versatility, with primary, vertical, and stacked logo variations that perform across a wide range of applications.
A vibrant color palette creates a bold, confident presence, while the typography draws inspiration from the flexibility and movement of the towels themselves. The logo was also designed to align with the broader NCS brand portfolio, creating greater cohesion across the organization while allowing USA Towel to maintain its own distinct identity. The result is a modern, cohesive brand system that is both functional and memorable.
Feel the Difference Campaign
Designed to showcase the performance advantages of USA Towel products, this campaign emphasized the durability, thickness, and premium quality that differentiate the brand within the car wash industry. The objective was to extend the newly established brand identity while creating a complementary visual system around the Feel the Difference message.
Using a library of photography and video assets in-house, I selected and curated the strongest visuals to support the campaign narrative. The resulting campaign was designed to drive enrollment in the USA Towel program, helping operators increase customer engagement and sales.
Tradeshow Booth
With NCS exhibiting at multiple trade shows annually, the USA Towel identity was translated into physical booth environments to ensure consistency across every customer touchpoint. The system extended across signage, environmental graphics, and printed towel displays, reinforcing brand recognition in high-traffic settings.
The booth experience was designed as a cohesive, immersive expression of the brand, aligning layout, messaging, and materials to create a unified presence that stood out within a competitive trade show environment.
