Resistance Spot Rivet (RSR) is a breakthrough fastener technology developed with CenterLine (Windsor) Limited and Howmet Fastening Systems. Designed for automated, high-speed assembly lines in the automotive industry, RSR enables manufacturers to join mixed materials without overhauling existing production equipment — making it a retrofit-friendly solution for next-generation vehicles.
To drive awareness and build credibility with automotive decision-makers, I led the creation of the RSR brand identity and awareness campaign. The visual system simplified complex engineering concepts through clear diagrams, photography, and video, and the messaging focused on ease of integration — the key value proposition for plant leadership and manufacturing engineers. We also distributed physical coupon samples of dissimilar metals joined using RSR, giving engineers a hands-on demonstration of the technology through a “starter kit” that supported sales outreach and industry education.
The result was a clear and compelling brand presence that positioned RSR as an accessible, retrofit-friendly solution and equipped the sales team with stronger tools to open conversations, educate prospects, and generate interest.
