The Assignment
PipeSense’s innovative, AI-driven leak detection software just works. In a landscape where false positives are the norm, the solution’s 99.9% accuracy is a game-changer — yet the company was struggling to gain traction among pipeline operators. It partnered with HexaGroup to revamp its brand identity and increase awareness for its common sense leak detection solution.
The Big, Long Idea
After deep-dive workshops with the PipeSense team, we developed a “big, long idea” — a creative idea that’s memorable, differentiating and works seamlessly across all marcom channels, audiences and geographies. Our idea, “When everything is on the line, PipeSense is common sense,” reflects the importance of fast, accurate leak detection while positioning our client’s solution as a practical alternative to “nonsense” systems that simply don’t work. We communicated this idea using three core visual approaches: a “non-disclaimer” (because with PipeSense, there’s no fine print; it just works), a dictionary definition and an “It Just Works” stamp.
The Rollout
We applied our big, long idea across PipeSense’s key marcom materials, including an attention-grabbing tradeshow setup, brand videos, marketing collateral and an award-winning website. In addition to custom graphics and a navigation that reinforces the brand’s new messaging, the website features a “nonsense” and “common sense” toggle to remind leak detection managers just how much is at stake — and just how much they could be enjoying life if false positives were a thing of the past.
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