Formerly known as Principle Energy Services, TruHorizon approached Axiom for help with brand strategy to reposition the company and expand its target audience beyond the oilfield to construction and industrial markets. In addition to a new identity that better represented its environmental compliance products and services, the company needed to craft a unique value proposition and key selling messages for the new markets they wanted to pursue.
We began the rebrand initiative with our proprietary process, THE AXIOM™ Marketing Strategy Profile. Through facilitated discovery sessions and independent research, Axiom defined a new brand positioning, differentiators and key selling messages. Axiom then renamed the company TruHorizon Environmental Solutions, and crafted the tagline “Integrated Services. Advanced Solutions.” and applied the new brand identity across all digital and print communications.
“One of the keys goals of our rebranding initiative was to position the Company to diversify its customer and revenue base outside of the energy industry. Since the launch, we have experienced a significant increase in our non-energy customer contacts and bidding activity, which we attribute to the rebrand.”
– Michael Harlan, Chief Executive Officer
THE AXIOM™ Marketing Strategy Profile is both a process and a deliverable — and it serves as the foundation and guidance for any subsequent, fundamental branding initiatives. Through this process, THE AXIOM identifies the brand truths of positioning and persona. THE AXIOM often also provides a customized tactical rollout plan to support and nurture the resulting new brand.
Integrated Services. Advanced Solutions™
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