Niagara Power Transformer
Powering Possible
for Over 100 Years
Through a century of business, Niagara Transformer had evolved their offerings and their position in the market, and they decided they needed to clarify that with a new name and a similarly evolved visual brand identity. And so Niagara Power Transformer was born, signifying their singular commitment to special application and medium power transformers. Alongside that, Niagara Transformer Service was created to handle the servicing, maintenance, and repair of already existing transformers–to take advantage of a gap they’d identified.
As is always the case when updating brands of established companies, it was critical for customers to understand that the company’s leadership structure and team would remain unchanged, and therefore they could expect the same extraordinary service and excellence in production that they’d become accustomed to. The Darby family had led this company successfully for almost four generations, and would continue to lead it into a promising future.
Deliverables
- Brand Refresh
- Copywriting
- Graphic Design
- Marketing Materials
- Paid Media (Digital/Traditional)
- Sourcing & Procurement
- Video Production
- Website Design & Development
Visual Brand Identity
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.
Logo Concepts
Drawing from a century’s worth of branding, we set out to visually demonstrate with the logo exactly what the company was doing: evolving and moving forward powerfully while staying grounded in its roots.
Final Logo
Tagline Exploration
Website Design
& Development
Website Design & Development
Power, Simplicity, and Clarity, Communicated.
Inbound Marketing
When Niagara Transformer had first approached us as a potential partner, they had a problem with leads–but it wasn’t the problem most companies come to a marketing agency with (though in a way, it should be). They didn’t want more leads, they wanted fewer and more qualified leads. Their sales team was relatively small and was being inundated with “tire-kickers” and info-seekers coming through their website forms.
Given the type of contracts they get, they only asked for 3-5 good, qualified leads in a year, expecting to convert 1-3 into customers.
The website we built and inbound marketing campaign we conducted netted them 30 of those high-quality leads in just 6 months.
In the client’s words: “The quality of the leads is unprecedented.”
So was the quantity. Who says you can’t have both?