Intelligence
ABB Totalflow is an engineering-driven developer of measurement and automation products and systems for the oil and natural gas industry. Their products are used worldwide in all kinds of environments and are the key to accurate, up-to-date information about the quantity and quality of flowing gases. The guys that buy them are usually engineers.

Engineers are...um...special. They have been known to disassemble a ceiling fan at a party to see how it works when they were asked only to change a light bulb in it. So when ABB came to us for branding help, we had to learn to know – and love – these kinds of guys.

They're a little geeky. They love to solve puzzles. And they are all about being right.

Influence
We developed a print branding campaign targeted right at them. This has been running in the appropriate oil and gas trade publications since 2006. We added a slate of product brochures in 2007, again targeted at the desire for being oh so reassuringly right.

Impact
We’ve completed brand planning studies for ABB that will help them focus on their core customer and expand into new areas with high growth potential. Stay tuned for the results to kick in.