Rebranding for Growth: JR Automation's Visual Evolution

How Cull Group Unified a Global Brand and Elevated Trade Show Impact

Client: JR Automation

Industry: Manufacturing – Automation Systems

When fast-growing industrial automation company JR Automation needed to evolve its brand to reflect its expanding global presence, it partnered with Cull Group for a strategic brand transformation. From a refined visual identity system to standout trade show booth design, this case study showcases how thoughtful design and smart strategy can align a company's image with its growth.

Whether you're planning a corporate rebrand, launching a new identity post-acquisition, or refreshing your trade show marketing strategy, this behind-the-scenes look at JR Automation's rebrand offers valuable insights for growing B2B brands.

 

The Challenge: Growth Demanded a Stronger Brand

With a wave of mergers and acquisitions on the horizon, JR Automation needed to unify its brand under one cohesive umbrella. Their challenge wasn't just visual—it was strategic. The goal: create a scalable branding system that could flex across divisions, continents, and marketing platforms.

As a Grand Rapids-based marketing agency, Cull Group was tapped to help bring clarity and consistency to JR Automation's expanding identity.

Key Branding Challenges:

• Unifying multiple company identities post-M&A
• Updating visual identity across locations and touch points
• Communicating a cohesive message at high-traffic trade shows
• Developing a strategy for merging websites and marketing assets

 

Our Approach: Strategy First, Then Design

Every successful brand refresh starts with a plan. Our team led a comprehensive M&A branding strategy, beginning with discovery sessions and collaborative planning with JR Automation's leadership.

We delivered:

• A clear decision framework for incorporating new acquisitions
• Brand architecture guidance for naming, logos, and terminology
• A phased communications plan for employees, clients, and vendors
• A long-term strategy for digital presence and website migration

This approach laid the foundation for a brand identity system built to scale.

 

A Modern Visual Identity for a Global Audience

JR Automation's new brand needed to reflect its cutting-edge capabilities while remaining approachable and reliable—qualities important in industrial and manufacturing markets.

Cull Group designed a visual identity system that included:

• A bold, tech-forward color palette and updated logo usage
• Scalable graphic systems for brochures, signage, digital, and print
• New photography guidelines emphasizing real people and products
• Layout frameworks for brochures, websites, and environmental design elements

With an eye toward global scalability and local ease-of-use, the system helped unify JR’s message across continents and platforms.

 

 

Standing Out at FABTECH: Trade Show Design That Performs

Trade shows are crowded, noisy, and filled with competitors all using the same color palettes and marketing language. So for FABTECH 2017, North America's largest metal forming, welding, and finishing expo, JR Automation needed a trade show booth design that would stop attendees in their tracks.

Cull Group delivered:

• An attention-grabbing 20ft x 40ft island booth layout
• Overhead banner and multi-panel Nimlok system graphics
• Clean, high-impact visuals that emphasized JR's robotics and automation capabilities
• Flexible messaging and graphics that could adapt for future shows

The result? A cohesive, visually striking trade show presence that matched JR Automation's reputation for innovation.

 

 

Results: A Unified Brand Positioned for Growth

With Cull Group's strategic and creative support, JR Automation was provided with:

• A refined brand identity system aligned with their global growth
• Strategic communications that support mergers and acquisitions
• A high-performing trade show marketing toolkit
• A strong visual brand foundation for future campaigns

This rebrand positioned JR Automation as a leader not just in robotics and automation, but in professional, future-focused brand presence. JR Automation has since been acquired by the Hitachi Group.

 

Why This 2017 Project Still Matters in 2025

Branding isn't about trends—it's about building a system that scales, adapts, and evolves. The work Cull Group did for JR Automation continues to reflect best practices in:

• Building unified brands after acquisitions
• Designing flexible visual identity systems for global use
• Crafting trade show experiences that stand out amid visual noise
• Using brand consistency to support long-term business growth

Whether you're rebranding due to growth, preparing for a major industry event, or simply ready for a visual refresh, this project is proof that smart strategy + strong design = lasting impact.

 

Takeaways for B2B Brands

If your company is navigating growth, acquisitions, or preparing for a major industry event, it might be time to rethink how your brand is serving your business. Whether you need a full branding overhaul, a trade show design strategy, or guidance on corporate rebranding, we'd love to help.

Let's make your brand as strong as your business.

 

Related Services:

B2B Branding and Visual Identity Services

Trade Show Booth and Signage Design

Marketing Strategy

Looking for help with your brand strategy or trade show presence?
Contact Cull Group to start a conversation.