The Challenge
As the pioneer of the yellow nonwoven roll and a technical leader in the industry, NCCM had outgrown its visual identity. The brand no longer reflected the premium, innovative company it had become. As the business expanded across the steel, automotive, and OEM markets, the disconnect between its reputation and its brand continued to grow.
At the same time, the founders wanted to ensure that the principles, faith, and values that shaped NCCM remained central to the company's culture as the organization continued to grow.
NCCM RE-BRANDING campaign
The Approach
Our insight was simple: NCCM already owned yellow. Our goal was to make that ownership unmistakable while creating a brand that reflected the company's technical leadership and enduring values.
To accomplish this, we immersed ourselves in NCCM's business, products, markets, and competitive landscape, developing a brand strategy anchored by four key pillars:
Own Yellow — Reinforce yellow as NCCM's unmistakable brand signature.
Lead with Technical Authority — Position NCCM as the engineered solutions leader in its category.
Balance Confidence with Purpose — Combine industrial strength with an approachable, values-driven personality.
Honor the Founders' Vision — Weave the company's faith, culture, and guiding principles throughout the brand.
The refreshed identity is centered around a Compass/Cross icon—the North Star for NCCM—symbolizing direction, precision, purpose, and the values that continue to guide the company. The new system also included a refined logo lockup featuring the descriptor "Engineered Nonwoven Roll Technology," along with a comprehensive color palette, typography system, photography style, iconography, and messaging platform.
Deliverables
CRASH+SUES delivered a comprehensive brand refresh that modernized NCCM's identity while staying true to the company's heritage and values.
Key deliverables included:
Complete brand identity refresh
Brand messaging and positioning
Tagline development
Color, typography, photography, and icon systems
Trade show booth and supporting collateral
Brand standards and launch assets
Origin Video
To help introduce the refreshed brand internally and externally, CRASH+SUES concepted, filmed, and produced a founder-focused video telling the story behind NCCM. Presented in a modern, podcast interview format, the film captures the company's beginnings, the founders' entrepreneurial vision, the values that continue to guide the organization, and the significance of recommitting to the iconic yellow roll that helped define the brand. More than a company history, this video serves as a cultural touchstone—connecting employees, customers, and partners to the purpose behind the brand and the vision for its future.