Branding and Website Design
Drexan Energy Systems, Inc.
Pivot Point
Positioning the paradigm shift created by the market adoption of a truly disruptive product in the trace heating industry. New technology developed by Drexan has the potential to displace current systems which have dominated the market for over 50 years. Discover why Drexan is – Trace Heating Redefined.
Industry
Manufacturing
Trace Heating
B2B
Services
Advertising
Branding
Content Marketing
Digital Marketing
Social Media
Sales Collateral
SEO
Web Design
Project Description
Logo & Brand Elements
Brand evolution that properly positions current strengths and opportunities.
Drexan Energy Systems, Inc. needed to evolve its current HeatTracer brand to best represent recent product innovations. The original brand was a literal representation of a heating cable cross-section. The newly evolved logo and brand elements have taken a more stylized interpretation of a heating cable cross-section represented by spherical elements in blue and green. The product logo includes the new brand position statement “Trace Heating Redefined”.
Original Logo
Evolved Logo
Website
Drexan Energy Systems, Inc. is fundamentally redefining how trace heating is installed in the field, making it more efficient, reliable, and easy to integrate for commercial and industrial applications. The evolved website not only clearly articulates how Drexan is redefining the trace heating industry, is is optimized for search engines and AI overviews.
The website offers a better customer experience through evolved UX and site design. Data sheets, spec sheets and installation guides are easy to discover, search and download improving customer service. Photos and imagery show the Drexan HeatTracer systems deployed in the field across numerous industries. Icons are used to promote product features and what makes Drexan’s trace heating solutions innovative.
The navigation and new hierarchy of information in the Drexan website tell the “Trace Heating Redefined” story while making it easy to contact the company for assistance.
Advertising
What makes Drexan different from other Trace Heating manufacturers? We explored the difference in an innovative three-part LinkedIn ad campaign. It started with this ad:
Social Media
Drexan is continuing to grow its online community promoting news and insights in its social media channels. Pivot Point Marketing monitors, manages, and creates content for all social outreach.
Sales Collateral
Drexan manufactures products that require data sheets, installation sheets and specification sheets. A template was created that makes the creation of this information easy-to-read while extending the new Drexan positioning – Trace Heating Redefined.
Content Marketing
Several customer stories have been written to promote how Drexan is redefining the trace heating market with their innovative cables, such as:
- Remote Group – Featured in Electrical Business Magazine, Are Electric Heat Tracing Cables Rugged Enough for Remote Waste Water Treatment?
- Edge Melt Systems Roof Ice Prevention – Bringing to Market the Most Reliable Ice Dam Prevention Products
Blog articles feature industry-related news and insights. Samples include:
PPM Services
- B2B/P2P marketing strategy
- Competitive analysis
- Brand development
- Website development – Eggbeater Creative
- Copy writing
- Advertising and Sales Collateral – Pear Agency
- Social media
- Content marketing
- Digital Marketing and SEO – Railtown Media
Angelia and her group have been great to work with! She understands our business and what is needed to make meaningful contributions from a marketing/advertising perspective. Angelia has become an invaluable resource for our company and has been a joy to work with. I highly recommend Angelia and her services to any business looking to improve their marketing advertising positions.
Angelia is a very personable, attentive and knowledgeable professional. Full of ideas but just as importantly, she always executes on time. It is great working with her.