The first point of call in the brand refresh was addressing the logo. ASG Aerospace wanted to keep the dynamics of their current logo, but without the clutter. To do so, we kept the hexagonal base but moved away from the abstract icon ASG had been using. We landed on a chevron shaped like a paper aeroplane, trailed by a single line to suggest movement, imitating aerospace in its simplest form. The final tweaks, honed in on the angle of entry, attempting to act as a leading line toward the wordmark, whiles signifying uplift.
Leading on from this, we took the hexagonal grid already sitting in their identity and rebuilt around it; a network of specialist manufacturers under a single mark. A polygon in motion carries the rest: precision, innovation, and a business moving forward. Paired with their new typeface Trebuchet MS, it forms the primary ASG Aerospace lockup, with horizontal and vertical versions built out from the start, plus tailored marks for each member company.
Reworking the existing hexagonal grid rather than starting over, made the new identity feel like an evolution rather than a reset.
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After establishing a new unified sitemap, the next piece of the puzzle was curating a tone of voice that worked company-wide to be adopted in all marketing assets going forward. Working closely with the various divisions of ASG Aerospace, we dug into the details of their key processes, equipment, but most importantly their USPs and the value they bring to their clients. This value formed the basis of the messaging that would be applied sitewide.
The technical side mattered just as much as the tone. ASG’s precision engineering capabilities are genuinely complex, and that complexity is part of what makes them good at what they do. We drafted copy that gets into the specifics, the equipment, the capability, the precision, without losing sight of what it means for the client reading it. Technical enough to prove the expertise is real. Clear enough that it lands.
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A successful photoshoot starts long before the cameras arrive. We coordinated the shoot with the client and photographers, managing schedules, location logistics, PPE requirements and a detailed shot list to ensure every key process, capability and facility was captured. Before a single photo was taken, we worked with the client to make sure the factory was photo-ready, from tidy workstations and machinery to appropriate uniforms and presentation.
On the day, we directed the shoot to capture the imagery needed for the new website while building a versatile image library for social media, marketing collateral and future campaigns. We also made a conscious effort to showcase the diversity of ASG’s workforce, creating authentic photography that reflects the people behind the business. Every image was then carefully reviewed and approved before final delivery to the client.
A new identity is only worth as much as its application. The brand book made consistency the easy option; logo usage, colour specs, typography, graphic devices, and real examples of the identity doing its job.
Trebuchet MS and Source Sans Pro handle the typography, balancing familiarity with the clarity technical content demands. The palette: Prussian Blue, Stormy Teal, Ghost White and Fiery Terracotta, gives ASG distinction paired with serious engineering.
It goes further than the core identity, too, setting standards for business communications, marketing collateral, graphic devices, social media and presentations. One visual language across the whole organisation.
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The website takes the refreshed identity and turns it into something people can move through. Full-bleed, edge-to-edge imagery, generous layouts, and bespoke content sections built around what ASG actually needs to show, not what a template allows.
White space does the heavy lifting. Aerospace manufacturing comes with dense technical detail and giving it room to breathe is the difference between a visitor reading it and a visitor leaving. The modular layout means the group’s capabilities, member companies and specialist services each get proper space, and there’s room to add more as the group grows.
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We built the site in Squarespace on the basis of the client’s preference for simplicity, then took it past what the platforms framework with bespoke CSS. That combination was deliberate: the brand gets implemented in a unique way, and ASG get a CMS their team can actually use.
Where a native feature did the job, we used it. News and careers run on Squarespace’s built-in collections, so the ASG team publish updates and post vacancies themselves – no developer, no ticket, no waiting. Everything else got custom treatment. The result is a site that looks bespoke and behaves like one, but doesn’t need us on speed dial to keep it running.
A great website should be measurable as well as visually impressive. We implemented Google Analytics 4, Google Search Console and Google Tag Manager to provide accurate insight into website performance from launch. We also configured event tracking for high-intent actions, including contact enquiry form submissions, giving ASG Aerospace clear visibility into how visitors interact with the site and where new business opportunities are being generated.
Halston B2B took the time to understand our business and the technical audience we needed to reach. They brought creativity and technical understanding to the work, and collaborated closely with us throughout.
They delivered to a tight deadline ahead of Farnborough Airshow, and the result reflects the quality of what we do and the scale we operate at. I would recommend them to any company looking to raise its profile.
Mandy Ridyard
Director of Marketing & Comms, ASG Aerospace
From complex manufacturing businesses to multi-site organisations, we help technical companies tell a clearer story online. If you’re ready to strengthen your brand, website and digital marketing, let’s start the conversation.
