Pyrotek supplies customers in 35 countries with performance-improving technical products, manufacturing systems, and consulting for the aluminum, foundry, glass, zinc, steel, thermal/acoustic insulation, and hearth industries.
The company successfully expanded for six decades but developed inconsistent branding, messaging, and marketing. Our task was to unify the brand and effectively reach potential customers.
Without an overarching brand standard and intentional messaging, each of Pyrotek’s 60+ offices represented the brand differently. To address brand inconsistency, we conducted on-site interviews at Pyrotek’s corporate Spokane headquarters and Cortland, New York facilities, in addition to conducting Skype interviews with the Pyrotek team in Europe, Asia, South America, and Australia. We conducted additional research through subscription-based industry data on Pyrotek, its competitors, and related industries. This data provided us with insight into the company’s many nuanced products and customers while informing customized brand messaging for Pyrotek’s different markets and regions.
Research and a SWOT analysis guided our design of a consistent visual identity system, marketing templates, trade show exhibits, and extensive Integrated Brand Standards. The brand standards defined logo use, brand attributes, sample positioning, marketing statements, customer profiles, brand voice, localization tactics, and graphic standards for sales and promotional materials.
Our work with Pyrotek continued with designing, programming, and launching a complex, user-friendly, multilingual website that followed their brand standards.
Pyrotek now follows the brand standards and has consistent brand design and messaging used by their global offices and a corporate website that speaks to customers no matter their location.