The challenge
Established in 1999, HEROSE UK provides state-of-the-art valve technology and advanced engineering solutions to drive innovation in the global industrial gas industry.
Our journey with HEROSE UK began in 2001 when we were commissioned to help the team consolidate and elevate their marketing efforts. At the time, HEROSE UK had enjoyed success in growing its market presence, partly due to the established reputation of its German parent company HEROSE GmbH.
However, the company recognised that there were issues with its current marketing strategy and to achieve its ambitious growth aspirations, a new approach was needed. HEROSE UK’s brand identity was disjointed, and its communications strategy was sporadic – the time was right to make fundamental changes that would propel HEROSE UK above and beyond.
The approach/journey
Our first step was to host a discovery session with HEROSE UK to fully understand the business, its products and brand. The session unearthed considerable insight on a company that not only sold state-of-the-art valves, but also designed and engineered modular technology, integral to maintaining safety in global gas applications. There was also an inherent sense of commitment to helping innovators in the industry realise their visions and move the industry forward, a position which put HEROSE UK in a unique space among its competitors and meant it was genuinely relatable to its clients.
Our relationship with HEROSE UK would go on to span over 20 years, and we continue to support the company with its brand evolution amid ever-changing market conditions.
The Result
Our approach has been a hugely influential factor in HEROSE UK’s global marketing activity, allowing us to create more engaging campaigns that stand apart from the competition. Specifically:
- We have established a robust brand strategy that informs and influences HEROSE UK’s holistic brand expression.
- We’ve crafted a distinct brand voice to give their marketing communications an authentic tonality that matches their real-world customer service experience.
- The brand’s visual identity has been intelligently evolved so that it maintains a tangible relationship with the parent brand, whilst simultaneously retaining a subtle sense of distinction for the UK’s operation.
Beyond HEROSE UK’s fundamental brand work, we have also transformed their digital and motion experiences:
- Over the past two years we’ve systematically upgraded all product and technology images using bespoke CGI (computer generated imagery) allowing for multiple aspects of a single product to be produced from a single render, along with 3D product animations which present a more dynamic expression.
- We’ve transformed the HEROSE UK website, making it a more engaging environment that provides seamless user journeys for all client personas and intuitive navigation to get users to the products and content they want.
The relationship we’ve built with HEROSE UK is one defined by genuine partnership. For us, it’s always been about being a part of their team, knowing their business inside out, and sharing their ambition. And while HEROSE UK continues to go from strength to strength, we’ll continue to make sure that it maintains its brand position as a major player in the global industrial gas industry.