Toeing the (new) corporate line.

When Franklin Electric purchased our client Little Giant Pump Company in 2006, Little Giant stepped onto the world stage in a whole new way. 

Franklin Electric is a global leader in the production and marketing of water and fuel pumping systems, and a technical leader in submersible motors, drives, controls and monitoring devices. In fact, Franklin’s products are present in approximately one of every two water wells and filling stations worldwide.

With the acquisition, Little Giant became part of Franklin Electric’s Water Systems market channel, a group that posted sales of $459 million in 2005. It was a move that definitely required our “A” game when it came to bringing Little Giant in line with Franklin’s existing communications standards!

A new name. An old brand.
First we had to figure out how to handle the company’s new name. As Franklin Electric Water Transfer Systems, the “new” company identity needed to match the existing Franklin family look. At the same time, “Little Giant” was to remain as the company’s primary brand for all their product lines. To clarify when and how to use both the new corporate logo and the well-established brand mark, we produced an identity manual for employees – and for us!

Key factors for success.
Franklin Electric based much of its communications around five key factors for success: quality, availability, service, innovation and value. We adapted this for our client, using it as the hook for their new capabilities brochure. The brochure used the same “contractor as hero” positioning we had originally suggested, but integrated the key factor messages with a strong new visual approach. This same approach was then adopted for company image ads.

For added consistency, we brought the key factor messaging and graphic look into the company’s new tabletop display. The display identifies and color-codes the company’s key product lines. These same colors and graphic design are also used in the company’s Point of Purchase materials and sell sheets.