“Blaze has been a valued STABIL partner for the past several years. They are proactive thinkers who consistently have the interest of our company at heart.”

John Milburn- President

Sometimes, the path to success isn’t as direct as we first assume. Such was the case with STABIL. At the time called 32 North, the company first retained Blaze to re-package their popular ice cleats, STABILicers. However, during the course of our initial work, it became apparent that the lack of clear naming conventions was confusing customers.

Researching the competitive landscape, and taking inspiration from car manufacturers, Blaze proposed changing the names of several popular products as well as re-naming the company.

The company was re-branded STABIL, and Blaze created guidelines across all product segments and fresh visual standards to accompany the new name. We also produced a revolutionary packaging system that simplified the purchasing process for customers while saving the company money. Next, to keep their digital presence in line with these new brand standards, we led a website update, addressing the growing yet separate needs of the two distinct markets in which their products are sold: the outdoor retail industry and the workplace safety products industry. Getting a little creative, we then developed a Facebook campaign that used geo-targeting to serve ads to people in regions where snow and wintery mixes were forecasted in order to drive traffic to the recently revamped site.

Thanks in large part to Blaze’s holistic approach to marketing and our work on their identity, web and social media presence, STABIL has been able to gain a better foothold in their industry while also enjoying a 30% increase in sales.


  • packaging

  • product naming

  • print collateral

  • catalog

  • outbound email

  • digital advertising

  • social media

  • print advertising

  • website design/development

  • brand identity

  • video

  • business strategy

  • kitchen sink