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10 Must-Have Web Design Features for Chicago Hotels
44.5% Growth in Impressions
Construction equipment provider CBS Rentals had a generic brand that failed to stand out in a competitive market. A strategic rebrand focused on differentiation and a cohesive visual identity boosted direct traffic by 31.1% and increased brand impressions by 44.5%.
About CBS Rentals
Blacksmith’s comprehensive branding services made CBS Rentals brand more distinct and engaging.
CBS Rentals is a leading provider of equipment and jobsite solutions for the construction industry. In a sector often commoditized by price, standing out requires a brand that projects reliability, expertise, and strength. They needed a visual identity that project managers would instantly recognize and trust.
Services Delivered
To help our clients stand out and build authentic connections with their audience, we provide end-to-end branding solutions.
Brand Strategy
Before you can have a great look, you need a great story. We work with you to answer the big questions: Who are you, what makes you special, and how do you communicate it in a way that truly connects with your customers?
Creative Branding
This is where your brand comes to life visually. Our creative team will create a complete visual system. This includes everything from your logo and color palette to the style of your photos, creating a professional, cohesive, and memorable look.
UI/UX Design
We translate your new brand identity into a seamless digital experience. We ensure your brand story, message, and visuals are integrated into every part of your site. Our team also works to guarantee that users have a smooth, engaging, and intuitive experience that consistently reflects your core brand values.
The Challenge
Poor Brand Integration
The over-reliance on a single, monotonous color palette (teal) and the use of thin, lightweight typography created a flat and uninspiring aesthetic. This generic look failed to establish a professional or secure feeling, making the brand feel indistinguishable from any basic, low-budget site.
Poor Brand Messaging Structure
Some sections of the site relies heavily on long, dense paragraphs to communicate its value, resulting in messaging that feels overwhelming rather than clear. Users are made to sift through large text blocks for information, weakening message retention and reducing the emotional impact of the brand story.
Inconsistent Use of Brand Colors and Typography
The brand uses blue as a primary color, but the shades and applications vary widely from dark blue overlays to bright blue buttons to muted blue headers. Typography also shifts between styles and weights without a consistent pattern. This lack of cohesion reduces brand recognition and makes the interface feel outdated.
The Solution
A Differentiated Brand Identity
Our branding experts developed a refined color palette and created a comprehensive graphic assets system. This transformed their disjointed pages into a single, immersive brand story that feels premium and intentional from the first click.
A Simplified Layout with Elegant Typography
To fix the generic and unprofessional feel, we deployed a new, professional typographic system. We selected a font family that was both elegant and highly legible, thereby enhancing the overall aesthetic and giving the brand a more premium feel while making it easy for users to access their desired products
Clean Messaging with Visual Hierarchy
We implemented a strong visual hierarchy to guide the user’s attention. We used strategic sizing, color, and placement to ensure that the most critical value propositions were the first things users saw. We also fixed the messaging, rewriting it to be clear, concise, and benefit-driven.
The Results
Delivering Measurable Impact
Our interventions yielded significant results for the brand.
18.9%
Returning User Growth
44.5%
Growth in Impressions
31.12%
Growth in New Users from Direct Traffic
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