AST saw an opportunity to change their industry by introducing an innovative new line of high-pressure fittings, with the goal of displacing the industry’s top manufacturer. The product line is designed from the ground up to make installation faster, easier, and straighter than ever. Extra clearance around interface points allows installers to work quickly with standard tools. Bold size and spec labels molded into the fittings are easy to read from a distance. Best-in-class insertion depths ensure a straighter, truer system with no leaks or failures. To win over skeptical installers and beat out incumbent brands, they needed to offer a demonstrably better system – including 280+ innovative new products. Brand and product designers worked together to develop a comprehensive visual brand language strategy, enabling multiple engineering teams to work simultaneously to deploy the design strategy and build out the system on an aggressive schedule.