With more than four decades of experience in the material conveying industry, JIMWAY has developed extensive capabilities in product manufacturing, on-site assessment, and customized engineering design. As the company continued to expand into international markets, however, its existing brand image no longer fully reflected the technical expertise it had built over the years. It also lacked a comprehensive set of brand guidelines that could be consistently applied across different markets and communication channels.
Building on JIMWAY’s existing brand identity, CoFound refined its logo, color system, graphic elements, and application guidelines. While preserving the brand recognition already established in the market, the new system enhances JIMWAY’s modernity and visual distinctiveness. At the same time, product information, digital platforms, and social media content strategies were integrated into a scalable brand communication system, enabling global audiences to more clearly understand JIMWAY’s technical expertise and the value of its solutions.
Founded in 1982 in Kaohsiung, Taiwan, JIMWAY specializes in the manufacture and service of material conveying systems. Its product portfolio includes steel and HDPE rollers, specialty rollers, belt cleaners, conveyor pulleys, transfer point improvement equipment, pulley lagging, wear-resistant ceramic liners, and other conveyor components.
Beyond product manufacturing, JIMWAY provides on-site measurement, problem analysis, customized design, and product configuration services. These capabilities help customers across the steel, cement, thermal power, paper, petrochemical, and mining industries address common conveyor challenges such as belt mistracking, carryback, material loading, spillage, dust, and abnormal roller performance.
Today, JIMWAY holds more than 35 patents and has obtained international management system certifications including ISO 9001, ISO 14001, and ISO 45001. Its products and services are available in more than 60 countries worldwide. With a vision to become a globally leading professional manufacturer and service provider of material conveying systems, JIMWAY continues to integrate its manufacturing, engineering design, and field service expertise to develop comprehensive material conveying solutions.
JIMWAY had already established a solid technical foundation and strong customer trust within the conveyor industry. However, its existing visual system had become relatively traditional, with no clearly defined principles governing the use of its logo, product materials, and marketing assets.
As the brand reached different markets through overseas distributors, international trade shows, and digital platforms, inconsistencies in format and presentation made it difficult to maintain a unified brand identity. At the same time, one of JIMWAY’s key strengths lies in its ability to assess actual operating conditions, identify problems, recommend suitable products, and develop improvement strategies. Its previous communication approach, which focused primarily on product names and specifications, was unable to fully convey this integrated problem-solving capability.
CoFound therefore defined two priorities for the project: preserving JIMWAY’s established brand recognition and strengthening its positioning as a solution provider. Visually, familiar brand characteristics were retained, while product, technical, and application information was reorganized to ensure that JIMWAY’s brand image more accurately reflected its actual service capabilities.
The JIMWAY brand identity draws inspiration from the movement of operating conveyor equipment. Layered curves and geometric forms visualize the speed and direction of continuously transported materials while reflecting the strength, stability, and efficiency essential to industrial equipment.
The redesigned logo retains JIMWAY’s original English wordmark while refining letter proportions, spacing, and visual balance. The result is a cleaner, more streamlined silhouette that improves the logo’s adaptability across products, documents, websites, and physical environments.
The brand color system was also refined by adjusting brightness and color combinations based on the existing palette. This preserves the sense of reliability expected of an industrial brand while introducing greater visual energy. Geometric graphic elements derived from the logo can also be flexibly arranged across different layouts, creating a consistent and distinctive visual language.
The comprehensive brand design system was extended across product catalogs, brand photography, corporate stationery, advertising materials, greeting cards, videos, and factory signage. Layout structures, visual styles, and information hierarchies were reorganized to ensure that JIMWAY’s product features and technical capabilities could be communicated clearly across different media.
To support the needs of overseas sales teams and distributors, the project also included sales guidelines, after-sales service manuals, and a centralized brand asset library. This enables internal teams and global partners to access accurate and consistent brand materials while reducing discrepancies caused by locally produced marketing assets.
CoFound further supported JIMWAY in restructuring its digital marketing and social media presence by conducting a comprehensive review of its LinkedIn and Facebook account structures and information. Issues including inactive pages, unclear content direction, fragmented accounts, mixed use of Chinese and English, and grammatical inconsistencies were addressed by removing or consolidating unnecessary accounts and establishing professional English as the primary language for external communication.
Company profiles, brand introductions, product categories, contact information, and certification marks were also reorganized and standardized. As a result, overseas customers can quickly access accurate, consistent, and professional corporate and product information across different platforms, creating a clearer foundation for JIMWAY’s global brand communication.
For social media, the content strategy was built around JIMWAY’s industry expertise. Decades of accumulated product specifications, field experience, and technical knowledge were transformed into structured content covering product applications, technical solutions, customer cases, and frequently encountered operational issues.
Key conveyor system topics—including material loading, spillage, belt mistracking, carryback, and dust control—were developed into content series featuring visual explanations, problem analysis, and clearly structured technical information. Complex industry terminology was translated into practical content that is easier to understand and share.
This approach not only serves existing customers, but also helps engineers, procurement professionals, and industry decision-makers who are actively searching for solutions better understand how JIMWAY’s products address real operating conditions.
Through this brand optimization project, JIMWAY established a scalable identity system that can be consistently applied across product catalogs, brand photography, sales materials, factory environments, and digital platforms. This allows the brand to maintain a clear, consistent, and professional presence across different media and customer touchpoints.
Previously fragmented corporate information, product specifications, and technical expertise were also reorganized into a systematic content structure. As a result, JIMWAY’s communication has moved beyond simply introducing product models and functions. It can now explain actual field problems, their underlying causes, and potential improvement approaches, helping customers better understand JIMWAY’s comprehensive capabilities—from component manufacturing and problem diagnosis to conveyor system optimization.
As JIMWAY’s social media platforms, corporate information, and professional content become increasingly integrated, the company can continue building visibility across search engines, social media platforms, and industry markets through technical topics such as belt mistracking, carryback, loading-zone impact, and dust control.
In this way, decades of manufacturing experience from Taiwan have been transformed into a brand language that is more distinctive, credible, and accessible—creating a stronger foundation for JIMWAY’s continued expansion into global markets.
