FlexSteel’s rebranding initiative proves to be award-winning for the second time since the campaign launch.
The International Association of Business Communicators (IABC) Houston Chapter gave an Award of Excellence to the collaborative rebranding campaign of FlexSteel, an innovative manufacturer of flexible steel reinforced pipe, in the Div III/Other Graphic Design category. The Bronze Quill competition is Houston’s gold standard in communication excellence and FlexSteel was ecstatic to receive the bronze award which is equivalent to top honors.
With a unique, revolutionary flexible pipe product with a core of steel, FlexSteel aspired to develop a modern brand that echoed the strength, durability and flexibility of the product line. The objective of the rebranding initiative was to create awareness and acceptance of the product for new markets that represented significant growth opportunities and to exemplify FlexSteel as the next generation of steel line pipe.
The new brand image was extended across a product literature portfolio, online presentations, tradeshow materials, as well as promotion and field materials. In particular, a new website that would appeal to customers who understand the long-term value and performance of FlexSteel’s product led to a strong launch beyond existing markets, increasing website visits by 360%.
“We have been extremely excited by the acknowledgments we continue to receive since we rebranded the company. It is truly an honor to be recognized by our peers – both within the oil and gas industry and outside of our industry for award-winning rebranding efforts. The look and feel embodies who we are and drives home our mission – to responsibly deliver the Next Generation of Line Pipe. We have seen the large impact the new brand has made on our company as well as positive results overall and the Bronze Quill award is another tangible indicator of our success” said Brian Anderson, Director of Marketing.
Submitted work is evaluated by some of the top communicators in the country. The IABC’s members include public relations and communication professionals for Fortune 500 companies, small businesses, communications agencies, nonprofit organizations, government agencies and freelance writers and consultants.
FlexSteel is the pipeline solution primarily used in the Oil & Gas industry that couples the durability of steel with the installation, performance and cost benefits of spoolable pipe products. Highly corrosion resistant and more durable than other flexible pipe, FlexSteel combines the best features of all currently available pipe options to deliver superior life-cycle performance and value. For more information about FlexSteel, please visit http://www.flexsteelpipe.com.
About The Bronze Quill Awards
The Houston Bronze Quill Awards is the Houston chapter's annual award program. The Bronze Quill Awards celebrates the outstanding efforts of our best communicators and their unique talent, creativity, and resourcefulness. To ensure each submission is given equal opportunity, two senior communicators from other IABC chapters judge each entry and provide valuable feedback.
Since 1970 IABC Houston has offered professional development meetings and workshops, networking opportunities, student competitions, awards and recognition programs for best practices. IABC Houston sponsors an active student chapter at the University of Houston Jack J. Valenti School of Communication. Visit www.iabchouston.com/ for details about the organization, member benefits, and upcoming events.