East Coast Lightning Equipment, Inc. (ECLE), a national manufacturer of state-of-the-art lightning protection components, came to us for help repositioning their brand. Having spent 25 years successfully building a loyal following of installation specialists nationwide, and in Canada, ECLE wanted to create an identity that would appeal to architects, electrical engineers, and building professionals. We designed a look and feel that conveys ECLE’s honest, friendly, grounded nature and the innovative spirit the company is known for. The logo represents an abstract structure, yet contains a hidden element. To view this hidden element, go to http://www.berinc.us/news-11.htm. As a direct result of this comprehensive identity program, ECLE has experienced a noticeable increase in staff moral and sales, and won an award for its eco-friendly product catalog. To see more of this identity, click on the numbers 1-13 above.