Service Thread is a visionary engineer and manufacturer of technical thread and yarn for various industrial applications worldwide. Their brand identity and website were significantly outdated, devaluing their image both on and off the web. Within a textile industry perpetuating push marketing and plagued by deeply stratified management structures, Service Thread briefed Powerplant to champion an internal culture that values teamwork and the input of all of its employees while promoting its differentiation as a perpetual service provider.
Powerplant led Service Thread through a series of energetic self-discovery exercises. This inspired the resulting identity system—informed by the innovative, service-based approach prevalent in contemporary technology culture and the automated precision intrinsic to 20th century manufacturing. Our brand reboot, along with the implementation of a content-based marketing strategy, facilitated the largest sales growth in the company's history.
Personalizing the Message
In 2012, Service Thread engaged Powerplant to conceptualize and execute custom imagery promoting their progressive education and wellness programs, epitomizing brand spirit, and celebrating intellectual achievement at all employment levels.
“Powerplant doesn’t just design and execute content; rather, they work as thought partners on every level, challenging and sharpening our focus and purpose on campaigns.”Jay Todd, CFO
We transformed Service Thread’s website from a basic, information-based platform to a robust marketing tool—including real time chat, an updated content architecture, rigorous analytics, and rich media. Audiences were segmented according to their needs and encouraged to get in touch with the appropriate specialist. Using an ExpressionEngine CMS, we simplified the editorial workflow to make publishing new content quicker and easier.
The site was built to be fully responsive, meaning it adapts to the device it is being viewed on. As a result, we observed a rapid increase in mobile traffic after launch.
Cross Media Cohesion
Over the past few years, we have worked closely with Service Thread’s team to extend their new identity to a variety of touchpoints—from environmental applications to digital and print-based marketing efforts. The result is a fluid and consistent brand experience online and off.