Airgas is the largest distributor of industrial, medical and specialty gases, welding and safety products in the U.S., with growth resulting through company acquisition. Backe was asked to create a single brand that embraced all the component companies.
Through the branding assessment process, we found a unifying theme across the various companies: location, product and expertise. What Airgas needed was a way to bring all of those companies and products under one umbrella.
We created a brand platform of “You’ll find it with us.”, which helped communicate the variety of industrial, medical and specialty gas products that Airgas distributed. Tactics included a brand brochure, sell sheets, direct mail campaigns, web banners, trade publication ads and fleet truck graphics to reflect the new branding and messaging. Backe also created tradeshow designs including, booth design, in-booth product brochures, pre- and post-event direct mail, brand/product videos, and event reception materials.
Since its inception in 2001, the Airgas brand platform continues to offer an increasing range of products and services.