ICG launches new brand and website for BUMAX

ICG strategic marketing agency has launched a new brand identity and website for BUMAX, the Swedish manufacturer of the world’s strongest stainless steel bolts, as part of a wider programme marking the company’s 100th anniversary.

The new brand and website went live at the start of October 2026, following the earlier summer launch of BUMAX100, a dedicated anniversary subsite. The work was delivered on schedule as part of a partnership that began when four members of the ICG team visited BUMAX in Sweden in March.

ICG refreshed the BUMAX identity as part of a flexible, premium design system for use by staff, customers and stakeholders. The updated logo is cleaner and more modern, and introduces threading to the BUMAX ‘U’ as a nod to the company’s specialist fasteners. It has been rolled out across exhibition stands, stationery, merchandise, brochures, data sheets and social media.

The new multilingual website (bumax-fasteners.com) was designed for BUMAX customers, distributors and in-house team, with a structure and content shaped alongside BUMAX’s SEO and copywriting specialists.

ICG also creative directed, storyboarded and project managed the launch video, produced with a Swedish production company, showcasing the BUMAX factory, history and people.

BUMAX100 (100years.bumax-fasteners.com) traces the company’s story from an Åshammar forge in 1660 to the pioneering of stainless steel fasteners in 1926. The subsite features 100 stories and invites customers and current and former employees to share their own. ICG also created an animated logo and hero video and supported content creation for the anniversary.

Nimeka De Silva, head of marketing at BUMAX AB, said: “From the start, ICG understood our requirements better than anyone else. Aside from quality of work, one of the main priorities when searching for an agency was to find a company that we were comfortable working with and could operate as a seamless extension of our own team. ICG has always been flexible and quick to accommodate our needs.  

"It’s been a pleasure working with the team at ICG on this milestone project and we look forward to the continued success of this partnership.”

The partnership forms part of ICG’s role as a proactive marketing partner to BUMAX, supporting its growing in house team with revenue driven, measurable marketing.