Building a Cohesive Identity for a Century-Old Brand

Legacy Without a Unified Presence

Sloan India is a subsidiary of Sloan Valve Company, USA, with more than 110 years of global leadership in sustainable commercial restroom solutions. Despite that history, the brand’s digital presence had not developed a consistent identity to match it.

A Fragmented Visual Language

The brand’s visual identity was inconsistent across content, leaving no cohesive product narrative for audiences to follow. Decades of global credibility were not being reinforced by what audiences actually saw in the feed.

Structuring the Content System

Envigo was responsible for the content system across LinkedIn, Facebook & Instagram: content structure, visual identity, and event coverage.

How Envigo Approached the Problem

Envigo observed that content was organised without clear categories, which made the brand’s story harder to follow over time. Envigo chose to build a structured content strategy across product, culture and brand communication, giving each category a defined purpose within the overall system.

Envigo observed that the existing visual identity did not reflect the premium positioning the brand’s history warranted. Envigo chose to refine the visual system using premium creatives and 3D assets, giving the brand a more consistent and elevated look across posts.

Envigo observed that a major industry event presented an opportunity for real-time relevance. Envigo chose to deliver real-time coverage with same-day content creation, keeping the brand present in the conversation as the event happened.

Built for Consistency Across Categories

Structuring content around product, culture and brand meant the system could maintain a consistent identity across very different types of posts, rather than each post reading as a standalone piece.

What the Numbers Confirmed

Engagement rate reached 14.4%.

Closing Reflection

A long-standing legacy is not automatically visible in a feed. It has to be organised into a system that lets each post reinforce the same identity, rather than each one starting from scratch.