Founded as an importer and distributor of industrial spring brands, Tianjin STARPOINT has spent nearly three decades building capabilities across products, technical services, testing, digital management, and a nationwide service network. In the past, however, these strengths were largely communicated through the trust and reputation built by its sales teams over years of working closely with customers. For potential customers with limited prior exposure to STARPOINT, it was difficult to fully understand the company’s professional value at first glance.
In 2023, Tianjin STARPOINT began working with CoFound on a comprehensive brand upgrade. From brand positioning and core values to a renewed VI system, the project restructured the company’s brand identity and extended it across 32 brand applications. The collaboration continued in 2024 with brand imagery planning, photography, and exhibition identity design, followed in 2025 by a corporate profile video and product selection guide. In 2026, the two teams partnered again to develop a new VI system for another manufacturing brand within the group.
Starting from a global market positioning and gradually extending into brand strategy and everyday applications, the ongoing collaboration has transformed STARPOINT’s decades of accumulated expertise into a coherent brand system that the market can recognize, understand, and consistently apply.
Founded in 1997, Tianjin STARPOINT began as a precision parts distributor. Over nearly three decades, the company has developed five major product lines: elastic components, transmission components, sealing components, fasteners, and electronic components. Its customers span industries including automotive, medical, heavy machinery, aerospace, and petrochemicals, with more than 6,000 customers served.
As the business expanded, STARPOINT established a testing laboratory, implemented the SAP digital management system and a WMS warehouse management system, and obtained ISO 9001 certification, continuously strengthening its capabilities in products, quality, supply, and customer service.
Much of this value, however, had historically existed within the long-term relationships between customers and the sales team. As sourcing options increased and procurement decisions became more systematic and standardized, trust built through one-to-one relationships alone was no longer enough to help new customers quickly understand what differentiated STARPOINT from other suppliers.
The challenge was therefore to translate the company’s years of experience in testing, digital management, and cross-regional service into a clear and consistent brand language. This became the starting point of the brand transformation.
The core branding challenge for Tianjin STARPOINT was that many of the capabilities that set the company apart were not immediately visible.
Industrial component procurement traditionally places strong emphasis on specifications, quality, pricing, and delivery. As product and sourcing options became increasingly diverse, factors such as response speed, technical understanding, customization capabilities, quality verification, and consistent cross-regional service also became important criteria for evaluating suppliers.
At the same time, as the company and its service network continued to grow, different departments and regional teams were using their own presentations, product materials, and brand assets. Without a unified system, the expertise STARPOINT had accumulated over the years was difficult to translate into a clear and consistent market impression.
CoFound therefore began with kickoff meetings, team interviews, an analysis of current operations, and brand workshops to revisit a fundamental question: Why do customers choose STARPOINT? Several themes repeatedly emerged during the interviews: quickly solving customer challenges, staying close to customers, and strong customization capabilities.
STARPOINT can develop customized components based on customer drawings, samples, or specific installation requirements. Its service network across 12 cities enables rapid local response, while its testing laboratory and digital management systems support consistent quality and supply management. These existing strengths gradually became the foundation of the new brand positioning, evolving STARPOINT’s market role from an industrial component trading company into a professional industrial component solutions partner.
Once the brand strategy had been established, the CoFound team traveled to Tianjin to conduct an on-site workshop with the STARPOINT team. Together, we reviewed the company’s core strengths and explored the kind of brand impression STARPOINT wanted to build in a market where products and services were becoming increasingly similar.
Through multiple rounds of discussion and validation, the brand’s core attributes were defined as Professional, Leading, and Dynamic, while the visual direction moved toward a more distinctive, international, and pioneering identity.
The new STARPOINT visual identity was inspired by the concepts of FUSION and BURST, which became the foundation for the redesigned logo. Deep blue represents professionalism, stability, and years of industry experience, while the orange element resembles a rising sun, expressing the team’s energy and individuality. The overall visual impression evokes an image emerging from a deep blue sea and moving toward the sunlight.
It also reflects the Chinese expression “一元復始，萬象更新”—the beginning of a new cycle and the renewal of all things. Building on the brand positioning and core values established during the strategy phase, the new identity translates qualities that had long existed within STARPOINT’s corporate culture, service approach, and customer experience into a visual language that is easier to recognize and remember.
After establishing the new brand identity, CoFound extended the system across 32 brand touchpoints within STARPOINT’s daily operations. These included brand imagery strategy and photography, email signatures, business cards, document headers, PowerPoint templates, product brochures, product selection guides, employee uniforms, logo badges, shipping cartons, branded bags, corporate profile videos, exhibition identity, and exhibition recap videos.
The brand system gradually became part of real business scenarios, from sales presentations and technical materials to customer communications, logistics packaging, employee identification, and marketing activities, allowing STARPOINT to maintain a consistent brand impression across different touchpoints. Because industrial components are often difficult to differentiate visually, CoFound also redefined the company’s brand imagery strategy. Through careful use of material textures, lighting, composition, and setting, images of springs, seals, fasteners, and other components were designed to communicate a corporate image that feels professional, solid, and trustworthy.
At the same time, we developed a comprehensive VI guideline for STARPOINT and provided brand standards training, enabling teams across different cities and departments to apply brand elements according to the same principles. With clear guidelines and internal training in place, brand consistency gradually evolved into an organizational asset that STARPOINT can continuously apply, manage, and carry forward.
The brand transformation gave the market a more complete understanding of Tianjin STARPOINT.
Previously, the company may have been primarily recognized through individual products or its traditional role as a distributor and trading company. As its brand positioning, visual identity, and application system were gradually established, STARPOINT gained a clearer and more consistent way to communicate its capabilities across diverse industrial components, technical services, non-standard requirements, quality management, and cross-regional service.
The renewed corporate identity preserves the professionalism, rationality, and precision expected of an industrial brand, while introducing a more dynamic and approachable visual language that reflects STARPOINT’s commitment to staying close to customers and responding quickly to their needs.
The partnership between STARPOINT and CoFound has also continued to expand across different areas of the brand.
Starting with the brand transformation, VI system, and 32 brand applications in 2023, the collaboration extended to brand imagery and exhibition identity in 2024, followed by a corporate profile video and product selection guide in 2025.
In 2026, Tianjin STARPOINT once again partnered with CoFound to develop a VI system for another manufacturing brand under the company. What began as a single brand transformation project has evolved into a multi-year partnership, reflecting how the brand system continues to grow and deepen alongside the company’s development.
STARPOINT
