The Challenge
After a name change, Atlantic Aluminum Dock Products needed a fresh brand identity that felt modern, strong, and professional. Their previous logo was hard to read across platforms and often applied inconsistently, which made it tough to create brand recognition or build trust. It also included some stylistic elements that felt outdated—not bad, just no longer aligned with where the company was headed. The team wanted a clean, contemporary look that could stand out across digital and print—and that better reflected their core product line, The FloatStep and South Florida coastal roots.
The Brik Solution
We started with a deep dive into their goals, voice, and audience—and used that to design a bold new logo and full brand identity. The icon was inspired by their best-known product, The FloatStep, and includes wave elements to represent both the ocean (where most of their products are used) and the momentum of the company itself. The modern color palette is bright, confident, and ties directly to the South Florida marine environment.
Results
Early Impact: Launched: April 2025
We’ll continue tracking the full rollout as the brand is applied more widely. The updated identity has given the team new confidence in how they present their brand. Customers immediately recognize the visual connection to their products, and vendors now have a consistent toolkit for applying the brand correctly across materials.
“Brik made the rebranding process feel easy. We weren’t sure where to start, but they helped us clarify our vision and brought it to life quickly. The new logo feels like us—it’s recognizable, clean, and gives us confidence moving forward. We’re already seeing how much easier it is to use consistently, and we’ve gotten great feedback from customers.”
