Visions - Spring 2015 - (Page 15)

Current activities at the operating CTL Engineering site, now known as HOWCO Bredbury, include adding additional warehouses to accommodate the growth of the new product line, totally reorganizing the site, and increasing the added value space to create a new wellhead equipment manufacturing center. This has also allowed them to separate the product lines between Irvine and Bredbury, giving definition and sometimes separation to the equipment types manufactured in both facilities, contributing to acceleration of the expansion program. HOWCO Refreshes Its Brand Image Recently HOWCO undertook a revamping of their corporate logo and John Ferguson, Executive Chairman of HOWCO, explained the thinking behind the update of HOWCO's logo design. Visions: What prompted the change of logo? Ferguson: Upon reviewing key market sectors across HOWCO's three super regions, a series of customer and employee interviews were conducted about our perceptions in this marketplace. Key observations were that despite HOWCO's well-known reputation as a supplier within its serving markets, it tended to be defined by a very specific sector or product, either offered by the customer or within that region. We were not as well-known beyond that offering or sector. In addition, there was a lack of understanding of the broad range of services offered.The differing business unit names were creating some of the misunderstandings. Visions: What does the new logo tell people about HOWCO? Ferguson: The new logo tells people that we are a dynamic and fully integrated company offering both a complete solution to our client base and a business relationship setting us apart from our competition. This is represented as follows: 1. The swirl within the two parts of the logo represents the constant evolution and improvement of the company 2. The two parts of the logo fit together perfectly - the integration and solution, and this perfect fit also represents the relationships we want to develop with our clients and employees, appearing as one under the banner of HOWCO Visions: What changes at HOWCO does this reflect, and what can we look for from HOWCO in the future? Ferguson: The rebranding is intended to reflect the next chapter in our growth to 2019 as a single, more unified and focused entity. Concurrently, we hope to retain the agility and dynamism which has made us successful in the past and will continue to make us successful in the future. It will allow clearer and more effective lines of communication across the business, and increase the 'cross selling' opportunities between previously, separate business units. It will further emphasize our breadth of offering and create opportunities to increase our client base's value. We intend to maintain our traditional business of material processing and distribution routes to market, while continuing to invest in our manufacturing capability to develop and expand to OEM standards. Visions: Are there specific things that the new marketing campaign hopes to accomplish? Ferguson: The new campaign will accomplish the promotion of the HOWCO brand under a single more focused banner. Previously, we had a number of identities that served us well, such as Metals Management, Oilfield Services & Quality Alloys. However, that led to confusion on what the company could offer and where. Now we will present the company and the 'brand' as a single entity that can offer a range of services and solutions to our clients rather than one specific offering. This will create a unique position in the market, separating us from our competition and also creating a greater sense of unity with our employees by setting a clear message and path for our future growth. S u m i t o m o C o r p o r a t i o n o f A m e r i c a s 15

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Visions - Spring 2015