Overview
Michel Sales Agency is a fourth-generation, family-owned manufacturer’s representative agency serving industrial clients across the Midwest. With a recent change in ownership, brothers Matt and Rick Michel recognized it was time to modernize their brand. They wanted a look that reflected their company’s direction, upheld their long-standing reputation, and resonated with both existing and future partners.

The Challenge
The Michel Sales team initially explored an online marketplace to develop a new logo. However, the results didn’t capture their values or align with their strategic goals. They realized they needed more than just a logo—they needed a cohesive brand system that represented who they are and where they’re headed.

Their goals were clear:

• Refresh their visual identity while maintaining recognition among loyal partners.
• Create consistency across all marketing and communications materials.
• Position the brand as modern, professional, and approachable.

Without in-house design resources, they needed a trusted partner to lead the process from strategy through implementation.

The Approach
Michel Sales partnered with Oxyjen Design to guide the rebrand from start to finish. Our process ensured every step aligned with their goals and timeline.

Step 1: Strategy & Research
We began with in-depth research into their industry, audience, and competitors. This foundation helped define the brand’s visual direction and informed the creation of a stylescape—a visual guide outlining tone, color palette, typography, and design inspiration.

Step 2: Logo Design
Based on the approved direction, we presented three logo options. The final selection was an updated mark that felt both modern and familiar, reflecting Michel Sales’ expertise and longevity.

Step 3: Brand Identity System
Once the logo was finalized, we expanded the brand into a complete identity system. This included:

• Business cards, letterhead, and envelopes
• Email signatures and PowerPoint templates
• Line card, thank-you cards, and mailing labels
• Trade show materials and branded tablecloths
• Promotional items, including T-shirts and hats
• A refreshed website design

Throughout the process, we provided guidance and ensured each element supported the company’s new direction.

The Result
The final brand system feels modern, cohesive, and professional—while staying true to the company’s heritage and recognizable color palette. With this updated identity, Michel Sales Agency is well-positioned to continue building strong relationships with their partners and clients.

Takeaway
A rebrand is more than a logo refresh—it’s an opportunity to realign your visuals, messaging, and strategy with your company’s future. Working with a dedicated design partner ensures your brand transformation is thoughtful, consistent, and true to who you are.