Background
Originally called ShieldLiner, this public-listed entity was set-up as an R&D company in the specialist area of ‘pipe-lining’ using composites to rejuvenate weak or damaged pipes. This new technology replaces existing ‘pipe-in-pipe’ processes that are currently available in the marketplace, and offers many more benefits.

Shield Liner also acquired an interest in conventional pipe cleaning services and through a joint venture had begun to develop composite pipes for the global marketplace as an alterative to the current steel pipes.

Challenge
The main challenge was to reposition the company for maximum capitalisation. This meant a complete corporate and internal re-branding based on a robust long-term strategy that included marketing several products including innovative mobile (overseas) technology.

Some Issues
The product/process name ShieldLiner, though accepted in the pipe business, was also the name of the company and somewhat confusing with other non-piping products.

The new brand had to address the company’s new composition of new and conventional technologies and invigorate further capitalisation.

The company needed a globally aggressive identity.

Solution
We needed to create the right brand positioning for the business that accurately captured their unique capabilities – spanning both conventional and innovative technologies.

The solution was developed closely with their senior management and involved a name change to better describe the company as a ‘composite pipes solutions’ business offering ‘the smart way to sustain vital pipe infrastructure’. The new name ‘Vortex’ created a modern and technological feeling, supported by a dynamic graphic language.

Through the process of questionnaires, interviews and workshop sessions, brandcourage created a concise and consensual viewpoint on the business direction and how the brand needed to be positioned to support this.

The limitations of the previous name and identity were quickly realized and with the establishment of a clear Brand DNA model, brandcourage was able to build the right communications that suited their situation.

Key Benefits
Clarified the business purpose and direction for the future.
Accelerated communications of strategy to investors and customers.
Brought together the various aspects of the business that were previously under leveraged.
Created excitement in the marketplace with a distinctive brand personality.

Quotation from Client
“Our company underwent a comprehensive rebranding and repositioning exercise facilitated and lead by the brandcourage team.  The exercise determined the company’s core values or its DNA, crystallised our competitors and revealed the personalities of our customer base.  It created a foundation where we could confidently launch our new brand and focus the company on its true reason for being in business.  At the end of the day brandcourage are about communicating the company’s compelling truth and assisting the company intertwine this communication in every aspect of our business.  I believe the company has and will continue to benefit from this work for years to come.”