SurfacePrep

Developed a three-part brand architecture, unifying 15+ local brands into one cohesive model to enhance brand value.

Client
  • SurfacePrep

Sponsor
  • CenterOak Partners

SurfacePrep is the largest national network of regional distributors of high-quality abrasive products, specialty ceramics, and surface finishing equipment.

In 2014 Frontenac Company acquired GNAP, a leader in the distribution of industrial abrasives, with the strategy to use GNAP as a platform to do a national rollup in the category.

In 2018 GNAP was sold to Center Oak Partners, whose investment thesis featured the creation of a national brand and marketing infrastructure to accelerate the integration and create brand equity.

MonogramGroup was retained to develop a research-based, bespoke brand strategy. Once approved, we created a new brand with a three-part architecture to accommodate local market issues that would impact each local branch’s adoption of the brand. Our content and toolkit development covered a full spectrum, from a family of logos and brand design system to a complex website, marketing templates, photography and video assets.

In February 2024, CenterOak completed the sale of its majority interest to Nautic Partners. Mike Currie, CEO of SurfacePrep, acknowledged the branding strategy's role in the company's exit. He commented, "Together, we converted 15 local brands to the single unified ‘SurfacePrep’ name operating under the ‘One SurfacePrep’ model, tripled our salesforce and broadened our service and product offerings."

SurfacePrep Brand Logo
Visual of SurfacePrep Brand Architecture.
Guide for SurfacePrep brand Identity

Website

The SurfacePrep website featured over 200 pages spanning their entire product portfolio, 28 unique location pages, and a variety of industry and solution-specific pages. We put a heavy emphasis on SEO, and established a product hierarchy compatible with future plans to include e-commerce.

A digital screen displays green text and graphics resembling a vintage computer interface. Various sections labeled Q1 to Q5 with multiple lines of data underneath. The top right includes the words ABOUT, INSIGHT, and CONTACT.
A collage of website pages displayed at various angles. The pages feature a mix of text, images, icons, and headings with green accents. Some content includes maps, color-coded location markers, and photos of people in professional settings.
A collage of presentation slides featuring the SurfacePrep logo. Slides include text details, such as Headline text in Arial Bold 20pt - 40pt and various green geometric designs. One slide shows a person inspecting machinery.

PHOTOGRAPHY

We developed a comprehensive library of original photography that highlights the distinctive qualities of abrasive products, specialty ceramics, and surface finishing equipment.

A collage of four images: three people observing a machine pouring granules; various textured, round abrasives; a worker grinding metal with sparks flying; and a close-up of granular material piled on a black surface.
A collage of four images: a close-up of pink rock, three people in a discussion, a person inspecting a metal part in a cabinet, and an individual in protective gear using equipment in a large room.
A person in a black jacket with the SurfacePrep logo on the chest stands next to a gray and black mesh baseball cap with the same SurfacePrep logo, displayed prominently on the front.

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