← Nikhil Rathi

Case study · ISSC

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ISSC

Brand strategy and identity for India's scrap-recycling machinery specialist: a yellow-and-blue system taken from the machines themselves, carried through the company profile and a magazine ad.

Role
Brand & communication design
Client
ISSC, Industrial Supplies & Solutions Company
Year
2026
Deliverables
Brand strategy · Identity · Company profile · Magazine ad
Designed at
studioMOrph ↗
Brand strategy cover: BRAND STRATEGY in yellow on ISSC blue, with a scrap grab photo

The brief

ISSC builds the machines that turn scrap into feedstock for steel plants, recyclers and scrap yards.

Forty years of engineering behind it, and a market shifting to green steel. The brand had to move ISSC from equipment vendor to green-steel enabler: technically deep, sustainability-focused, and led by its founders' voices.

The identity

Safety yellow and industrial blue, straight off the shop floor, with a condensed headline face that stamps like a machine plate.

ISSC logo in yellow on blue
Logo on blue
ISSC logo in blue on yellow
Logo on yellow
Typefaces Norwester and Roboto with the yellow and blue swatches
Norwester for headlines · Roboto for text
ISSC Yellow#FFD301
ISSC Blue#033197

Turning your scrap into green resource.

Tagline on every page

Brand strategy · 19 pages

Philosophy, audience, values, positioning and a communication plan built on founder visibility, technical education and green-steel proof.

Brand strategy page: Introduction: a brand is more than its logo
Introduction: a brand is more than its logo
Brand strategy page: Brand philosophy
Brand philosophy
Brand strategy page: Target audience
Target audience
Brand strategy page: Core values
Core values
Brand strategy page: Market positioning
Market positioning
Brand strategy page: Communication strategy
Communication strategy
Brand strategy page: Brand touchpoints
Brand touchpoints
Brand strategy page: Long-term goals
Long-term goals

Brand in use

Stationery, tape, shipping containers and gift bags: the stripes and the yellow travel from letterhead to logistics.

ISSC stationery, tape, a shipping container and a gift bag in the brand colours

Company profile · 12 pages

Machines, made legible

Yellow pages, blue bands and cut-corner photo frames: the machines, the process and the people they serve.

Cover: turning your scrap into green resource
About us: 40 years of engineering
Vision and mission
Core values: sustainability, innovation, ownership
The ISSC way: from scale to after-sales
Our machines: shears and balers
Our machines: shredders, mills, sorting and handling
Our machines: tyre, battery and slag plants
Facility development, end to end
Who we serve: steel plants, recyclers, suppliers

Magazine ad · June 2026

A two-page spread: the integrated recycling yard as a line drawing on one side, the full machine range on the other.

Magazine ad, left page: Engineer your recycling yard, with a line drawing of the plant
Magazine ad, right page: the full machine range

Website

In progress.

The new ISSC website is being designed right now. This spot will show it live, the same way the other case studies do, once it launches.

What I did

Brand strategy

Philosophy, audience, values, positioning and the communication plan, in a 19-page deck.

Identity

Logo lockups on blue and yellow, colour, type and brand touchpoints.

Company profile

A 12-page profile covering the machines, process and the industries ISSC serves.

Print

A two-page magazine ad for the June 2026 issue.