HandyTube Corporation is a U.S.-based manufacturer of seamless stainless steel tubing used in numerous industries, including aerospace and defense, oil and gas, and health care and life sciences. While HandyTube enjoyed many competitive advantages, those advantages were overshadowed by brand confusion and a lack of distinctiveness in the marketplace.
With plans for product line and geographic expansion in play, HandyTube needed help promoting its recognizability, defining its capabilities and opening the company to new and global markets.
HandyTube engaged Agency McKenna to develop a reinvigorated and distinctive brand to serve as the foundation for future marketing and communications campaigns.
After conducting extensive research with internal and external stakeholders, we used our insights to establish a positioning strategy that would drive the development of HandyTube’s branding assets. HandyTube’s new logo and tagline provide a unique brand identity that position the company for dynamic and continued growth. Agency McKenna also created a digital campaign highlighting the company’s valuable niche capabilities.
CREATING A REVITALIZED BRAND.
HandyTube’s new logo is future-focused, dynamic, and represents the company’s variety of products and custom solutions. Its unique, abstract design stands out among its competitors and includes a reference to the company’s coil-to-straight capabilities.
DEVELOPING A BRAND PROMISE.
HandyTube needed a brand promise that would attract new customers and more sales. With an expert team and quality products, AGMK came up with a tagline that fit HandyTube internally and externally.
CALLING ALL BRAND AMBASSADORS.
Agency McKenna developed an internal brand rollout to include a photoshoot, kickoff event and branded swag so HandyTube staff could “live the brand.” For a successful brand rollout, it’s critical to get internal buy in. We created an immersive brand experience so each department could carry the message, “Performance that’s SEAMLESS.”
POSITIONING FOR THE FUTURE.
AGMK created a multi-channel campaign to showcase their new branding and tagline. Featuring HandyTube’s superior products and the variety of industries they serve better aligns HandyTube to attract new customers and future sales.
ENHANCING WEBSITE USABILITY.
Agency McKenna simplified HandyTube’s homepage by applying a system of icons that represent the company’s market verticals. A more intuitive and inviting website means more time on site, more visits and higher SEO!
PROMOTING AN UNTAPPED NICHE MARKET.
HandyTube’s value-added services allowing the straightening of their seamless coil tubing represents an unlimited growth opportunity. Our digital campaign highlights the competitive advantages of coil-to-straight to drive web traffic and generate leads.