CritiCore Renaming and Rebranding

Criticore Name Change and Brand Launch

White Knight Engineered Products was originally named for the doctors who wore their white lab coats more than 50 years ago. It was time for a new name and new brand. 

They source and manufacture protective wear that protects people and products in sensitive environments. You know those bunny suits people wear when developing vaccines or sensitive electronics or the chemical and flame-resistant clothes worn by people in industrial plants? That’s them. Critical environments where their products are the core of keeping people and products safe. Hence the name “CritiCore.”  

Working with Senior Strategist, Jeff Silverman, we interviewed their management staff and helped them develop their positioning, brand message, personality and look. The company is by far the most reliable and customer-focused in the industry. While it is the most important quality any company can achieve, from a creative standpoint “reliability” isn’t exactly sexy.  Fortunately, we had a great client who was willing to have some fun touting the new name.  

We developed the logo, graphic standards, sales support materials an intro video, and internal posters.