Case Study: Rayson refreshes its brand identity with OWDT

Rayson refreshes brand identity with OWDT and 40+ international transformation awards

Rayson, a company with a long history supplying machined components to industries like aerospace, faced the challenge of refreshing its fragmented visual identity to better connect with its target audience and position itself for future growth. To address this, they partnered with vendor OWDT, which utilized services including stakeholder research, market research, and brand strategy to distill the company's core pillars.

OWDT implemented a comprehensive rebranding solution focused on modernizing the visual identity. This involved creating a new logo using the Audiowide typeface to convey a techno-futuristic yet clean aesthetic and incorporating parallel lines to symbolize organization and forward-thinking. The new system successfully expressed the hallmarks of Rayson's culture—quality, organization, and innovation—resulting in a revitalized brand experience that resonates more clearly in a competitive market.

Rayson