Smarter than the Average Plumber
Symmons CASE
Background
Since 1939, Symmons Industries has set the standard for uncompromising quality in plumbing fittings and fixtures. They pioneered the pressure-balancing anti-scald valve with the highest quality materials available, which still dominates the market. Protobrand was asked to help the new marketing team reinvigorate the brand against its better-funded competition.
Challenge
The Symmons' legacy was the greatest obstacle to overcome to seem relevant beyond their traditional contractor audience, to a more design-oriented market. Their reputation as a stalwart brand made the choice less likely for audiences wanting something elegant. The brand needed to evolve from a company with an industrial heritage to an option for discerning audiences looking for both beauty and brawn.
Solution
In-depth research across traditional and future audiences uncovered that the Symmons brand is perceived to easily straddle the worlds of form and function. It is truly a no compromise brand, allowing users to get the right balance of design and durability. In fact, the new tagline created by Protobrand, “The Smart Choice,” provided a visible declaration that a solution without compromise existed. The visual identity drove this point home with a brand mark and symbol that highlighted the outstanding option of all Symmons fixtures and fittings.
Background
Since 1939, Symmons Industries has set the standard for uncompromising quality in plumbing fittings and fixtures. They pioneered the pressure-balancing anti-scald valve with the highest quality materials available, which still dominates the market. Protobrand was asked to help the new marketing team reinvigorate the brand against its better-funded competition.
Challenge
The Symmons' legacy was the greatest obstacle to overcome to seem relevant beyond their traditional contractor audience, to a more design-oriented market. Their reputation as a stalwart brand made the choice less likely for audiences wanting something elegant. The brand needed to evolve from a company with an industrial heritage to an option for discerning audiences looking for both beauty and brawn.
Solution
In-depth research across traditional and future audiences uncovered that the Symmons brand is perceived to easily straddle the worlds of form and function. It is truly a no compromise brand, allowing users to get the right balance of design and durability. In fact, the new tagline created by Protobrand, “The Smart Choice,” provided a visible declaration that a solution without compromise existed. The visual identity drove this point home with a brand mark and symbol that highlighted the outstanding option of all Symmons fixtures and fittings.