Shakespeare is a division of Jadex, specializing in polymer and antenna manufacturing. It was the only division of Jadex that kept its original business name, but it needed to craft a new brand identity and strategy and evolve its 75-year-old logo. To craft the brand strategy, FUEL worked with Shakespeare to identify its brand archetype, which informed strategy, positioning, and identity as we developed its supporting brand materials while rolling out new websites for its four core divisions.