Pipeline Maintenance Brand and Website

The Assignment

Charps has a strong track record for high-quality pipeline maintenance and upgrades. However, the company’s branding failed to distinguish it from competitors. It worked with HexaGroup to update its branding and feature it across its marcom materials.

The Big, Long Idea

After workshops with the Charps leadership team, we developed a “big, long idea” — a memorable, differentiating creative idea that applies across all audiences, geographies and marcom channels. Our big, long idea, “Find Your Happy Place,” allowed us to explore the benefits of effective pipeline maintenance through the eyes of each key audience. For the C-Suite, that happy place could be strong financial performance. For current and future employees, it could mean finding a job they love. An operator’s “happy place” could be peace of mind that their pipeline is operating efficiently. Charps helps customers, partners and team members find these happy places and more.

The Application

We developed a messaging framework and visual system to support the idea’s application across Charps’ brand materials. Our first opportunity was the Charps website, which we fully redesigned to reflect both the brand’s creative idea and its updated offering. HexaGroup worked hand in hand with Charps’ SMEs to develop the website’s technical content, which we paired with the “Find Your Happy Place” message to provide a distinctive, engaging online experience. To coincide with the website’s launch, we rolled out the new Charps brand across its marcom efforts, including sales collateral, social media and tradeshow presence.