Background:
Porter Pipe & Supply has spent more than 40 years redefining what it means to be a wholesale supplier of plumbing and manufacturing products. Now their brand needed some redefining to put them ahead of competitors for the next 40 years. They came to us for fresh, consistent branding and a tailored marketing strategy to attract new customers and boost revenue. 
Plan:
Working with the senior management, we uncovered four pillars of the Porter Pipe point of view: productivity, protection (safety), profitability and partnership. These themes became the foundation for the brand’s positioning and messaging moving forward. Focusing on productivity and partnership, we built out a strategy to appeal to the needs of the industries they serve while also speaking to this customer base in a whole new way.
Action:
We crafted a personality that give them a trustworthy, reliable, confident and customer-first tone, leading the tagline, “Partnership with Purpose.” We also evolved their logo, unchanged for the previous four decades, but not radically. With all of the new Porter Pipe visual work, our goal was modernize, not revolutionize.
With a logo and fresh messaging in hand, Porter Pipe’s marketing efforts were able to take off. The centerpiece is a values folder, a sales package that lays out the benefits of having Porter Pipe as a partner. It includes infographics and photo-heavy sell sheets that promote the brand’s services and solutions.
Results:
Year-over-year growth has been on a steady climb since the rebrand. We are now ongoing partner to them, developing case studies, sales tools, promotional items and an overhauled website that launched in the fall of 2017. We have also developed campaigns for the launch of a new Rockford branch and an expansion of their business in Indiana.
Creative + Art Direction | Melissa Leonard
Strategy + Copy | Joshua P. Ferguson
Design | Katie Baird & Todd Pierce
Agency | BatesMeron Sweet Design
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