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Improving Brand Positioning and Web User Experience

Logos & Branding | Web Design & Development

Promoting Client Capabilities

Ward Leonard is a leading provider of comprehensive motor, generator, pump, drive and control system solutions, including MRO services, to the oil and gas, military, energy and industrial processing industries. Stifel Marcin partnered with Ward Leonard to develop a new brand positioning statement/tagline that would then guide future campaign asset creation.

Capitalizing on Ward Leonard’s trusted name in power engineering, maintenance and repair for essential military applications and energy industry sites, including ocean-based oil rigs or extraction facilities in extremely remote locations, “The Power of Uptime™” speaks to the strength of Ward Leonard’s mission critical equipment to keep operations running reliably while minimizing cost and risks in the most demanding environments. Subsequent supporting marketing materials such as print ads and trade booth graphics were also developed utilizing compelling visuals and impactful messaging to reinforce Ward Leonard’s powerful and clear brand positioning to current and prospective customers.

From isolated mountaintops to oil rigs miles from the shore, images of the remote operations in which Ward Leonard products are often used showcased real-world installations and created a dramatic way to communicate the critical nature of the company’s solutions. Photos were coupled with compelling headlines and text, drawing in readers and highlighting key brand benefits.
Assets were carried across trade show pieces, trade ad placements, digital presentations and more, and together created an effective multi-channel campaign to improve brand positioning. In each, the new positioning line created by Stifel Marcin, “The Power of Uptime™”, emphasized that Ward Leonard parts are reliable, rugged, and provide the power that keeps operations running.

Web Design with UX at the Core

Our team also partnered with Ward Leonard to redesign their website with the goal of greatly improving user experience. Stifel Marcin completed a comprehensive review of their current site, worked to understand the goal of users who utilize Ward Leonard services, and created a new website with easy-to-navigate architecture and eye-catching design elements. Stifel Marcin delivered the client specific designs and implementation specifics for the Ward Leonard team to execute and maintain.

“Stifel Marcin has looked at all aspects of how we are seen in our industry and offered suggestions in areas that needed improvement. We rely on their expertise in advertising to help us succeed…” – John

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