Empire Levels True-Blue Product Line
Client: Vialink Group and Empire Levels
Founded in 1919, Empire Levels is one of the main suppliers of level vials in the US and Internationally. Working in partenrship with Vialink Group in NC, Charge ID explore a range of product designs to support Empire's brand and its "True-BLue" technology. Introduced in 2004, for the past 10 years the True-Blue brand has been a leader on professional and semi-professional level markets. Its quality, petented features and aesthetics language are one-of-a-kind in the category.
From early ethnography studies and usability research, our multi-disciplinary team and partners identify key needs and insights from observing and working with real pros. A proprietary extrusion process and form led to multi-functional features such as high-visibility vials, protective edges against wall scrating, gripppable surfaces and the first shock-absorvance end-caps. The DNA of the Tru-Blue product forms and features continues to be applied across a variety of offerings. Over 10 different US and European patents have been granted to protect against under-performing copy-cats.