All Purpose Pumps Brand identity

All Purpose Pumps works with consulting engineers and plumbing contractors to deliver precision engineered solutions to a variety of Victorian operations. Envelope’s extensive customer research delivers an integrated brand and marketing strategy with a vibrant design solution.


Internal and external research combined with detailed competitor analysis informs the project brief. The resulting brand strategy delivers a succinct product and service hierarchy. 

A confident positioning statement: precision engineered to flow, reflects the essence of the brand. 

The flow of a variety of fluids is expressed with a grid of variable sized dots resulting in a unique graphic language.

A unique pictogram language aids product navigation across physical and digital mediums.

A library of brand images illustrate the benefits of All Purpose Pumps’ products, together with service headlines by Cate Rayson, its brand story is readily communicated.

Andrew Curtis photography sets a new standard for showcasing All Purpose Pump’s highly engineered, custom built products. 

Clear and concise marketing templates for print and digital communications facilitate in-house production reducing marketing overheads and ensuring brand consistency.

The brand toolkit summaries all aspects of the identity with content that also informs the development of a comprehensive website.

Brand strategy
Brand identity

We've also created a brand identity and communications for architectural solutions company, Atkar.