THE CHALLENGE
NooterEriksen is the world’s leading supplier of Heat Recovery Steam Generators (HRSGs) and are headquartered in St. Louis, Missouri (USA) as well as in Cardano al Campo (North of Milan), Italy. In addition, they have 6 international offices, 5 licensees and 19 sales representatives positioned around the world to provide local support to their global customer base.
As renewable energy sources came more to the fore worldwide, the market for new HRSGs plateaued and NooterEriksen had to pivot to stay relevant. They were able to utilize their international reach and internal skill sets to offer a wider range of more effective and environmentally friendly services, but the bigger challenge was in changing how their current customers and the wider market perceived the value they provide.
THE APPROACH
NooterEriksen had become dated in both their messaging and visual identity, so we recommended a full rebrand to both modernize their look and better tell their story.
We chose to emphasize and more effectively communicate the wide engineering expertise and support services provided throughout the company as a clear differentiator for the business. These critical, environmentally friendly services help their clients everyday to safely drive efficiencies, reduce water and energy waste and increase profitability, making them a clear point of competitive advantage to leverage in their global business development efforts.
This message applied consistently positioned them to win more of the work they’re best suited to win, attract and retain talent and become stronger as a company as they continue to innovate on behalf of their employees and clients around the world.
NooterEriksen’s new logo has been designed to reflect the scale and industrial strength of the highly engineered products they supply worldwide. The design was inspired by their legacy “NE” icon for continuity, but modernized and angled forward to convey a sense of continuous momentum.
Stacking the NooterEriksen name gives the lock-up visual strength. The legacy dark red was retained, again for visual continuity, but the black was replaced by a dark grey for more contemporary look.
The industry once knew NooterEriksen primarily for HRSGs, but today they are the world’s leading specialist in Sustainable Energy Management, capable of designing and constructing state-of-the-art equipment worldwide.
They have a mission to provide the insight and innovation to safely drive efficiency, reduce waste and build a better global environment. Doing so creates sustainable value for their clients and helps them better serve the communities that rely on their energy output around the world.
