Benchmarking a start-up piping solutions specialist for global success.
Alloy Pipe International or API, entered the market sourcing and supplying complete project-specific piping solutions to oil, gas, mining and power generation clients the world over. With the backing of Japanese Sumitomo Corporation, they had the necessity of a reflective brand to take to market.
API were entering into a well-established market as new players, in an industry where mistakes are hugely costly, and where relationships and trust are paramount. Their key differentiator was their ability to provide completely custom process piping solutions aimed at reduced cost, expedited manufacture and delivery time – in essence mitigating risk for their clients.
So how do you package all of these benefits in a well told story to initiate conversations and in turn build trust? Well it would require a strong brand platform to present to stakeholders amongst fierce competition.
Once engaged in a conversation, API could easily demonstrate their capability to deliver tailored solutions with the support of a global network of subsidiaries. Half the battle was getting their name front and centre and having a solid brand identity to act as a talking point would provide them that opportunity.
We set out to develop a brand footprint that would provide a solid foundation for API to leverage. After several brand workshops with the senior leadership team, progress could be made on the visual identity for the brand. Naturally the movement of oil and gas material provided a blank canvas to work with. Likewise the final API logo symbol encompasses fluidity, progression, movement, three-dimensional layers all contributing to the brand story that API are dynamic and have the ability to provide outside-the-box bespoke solutions.
API launched to market with a new office and fitout with the bar set pretty high. The first brand interaction – a reception sign installation comprised a three-dimensional fabricated light box that immediately sets API apart. Similarly, they launched to the public at the Perth AOG expo and were instantly catapulted onto the scene as a serious player.
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