Niagara Power Transformer
We're Niagara Power Transformer, and We're Powering Possible.
For nearly 100 years Niagara Transformer Corporation has been designing and manufacturing transformers in Buffalo, New York. Their business has grown rapidly and evolved significantly. They’ve introduced new cutting-edge technologies, expanded their state-of-the-art manufacturing facility, and broadened their testing capabilities.
To clarify their evolved position in the market, the company decided to recharge their brand and update their name to Niagara Power Transformer. The new name signifies their full commitment to special application and medium power transformers.
At the same time, it was crucial for their customers to understand that the company’s leadership and structure were remaining unchanged. In fact, the company has been led by the Darby family for three (almost four!) generations. The communication needed to be clear that the evolution was not the result of a merger or acquisition but rather a sign of positive growth.
The company also recognized an opportunity in the market to provide transformer service when repairs needed to be escalated beyond the scope of the client’s maintenance team. So a separate organization was created for the service side of the business.
The company’s name change from Niagara Transformer Corp. to Niagara Power Transformer illustrates their evolution with the addition of “power.” And, it’s a literal declaration of what they do.
The new Service side of the business was keeping the original corporate name. To make a more distinct difference between the two names, we recommended they add the word “service” and use that as a marketing name. Like its corporate relative, Niagara Transformer SERVICE is also a literal declaration of the services they offer.
The strong capital N has been the anchor of Niagara Transformer’s logo from the beginning. Though its style has been modified throughout the years, the solid capital letter has always been a significant visual element.
We absolutely wanted to keep this consistency, so the updates we made to the Niagara Power Transformer logo were very nuanced. We removed some of the serifs in order to make the N more solid and blocky. And we modified the shape of the N so the top “lip” reflects the top of an actual transformer.
We continued this theme when creating the new Niagara Transformer Services logo.
Throughout the logo design process, we brought the client in behind the scenes, so he could be part of the thought process and understand the thinking involved in the creative development.
Hand-in-hand with the logo was the design of the new tagline. The tagline went through multiple creative iterations and whiteboarding sessions. With the evolution into the manufacturing of larger, more powerful transformers, inclusion of the word “power” was key. Yet the previous tagline (“dependable power solutions”) in partnership with the name Niagara Power Transformer, was a bit TOO powerful. Thus, the tagline “Powering Possible” was chosen as the ideal representation of what the company is all about.
The typography was updated to open up the letter forms, improving readability, particularly at smaller sizes.
Building on the success of their previous site, we created two new websites. The header image on Niagara Power Transformer maintains the historical Niagara Falls background; a fitting representation and icon of real power.
We introduced a electrical bolt as a supporting background element; the lightning bolt is created from the center of the N in the logo. Although it’s subtle, it helps bring the visual elements together.
Photo editing is key to the website presentation. Each transformer is meticulously silhouetted to strip out any potential on-site background distractions.
To maintain the cohesive look, the Niagara Transformer Service site incorporates the same elements of design. And it uses the corporate light blue/dark blue colors, just in an inverse manner.
A video was created to reintroduce the company to its clients and customers. It features the company’s president, John Darby, explaining their exciting evolution and stressing the continuity of the people and practices that customers rely upon. We filmed the video on-site at Niagara Transformer’s Buffalo location to further showcase the state-of-the-art manufacturing and servicing facilities.
Other Marketing Materials
Other updated communication elements to support the announcement included business cards, animated logo illustrating how it has morphed over the years, animated online ads for key industry publications, sales brochure in digital and print format, incorporation of logo and tagline into whitepaper headers, and updated graphics for social media platforms.
We provided all artwork in the correct format for the client to imprint on hardhats, signage, employee apparel, indoor welcome rugs, etc.