Miller Electric
Bridging Legacy and Innovation through a Strategic Brand Refresh
Established in 1912, Miller Electric has long been a leader in the power industry. As the marketplace evolved, the company recognized the need to refresh its brand to leverage its decades of success and remain competitive.
Problem
Miller Electric faced the challenge of updating its brand image while maintaining its rich history and legacy. The need for a fresh approach was critical to ensure relevance in a changing landscape and to effectively communicate their value to customers in a niche industry.
Approach
OBI conducted our extensive, proprietary O’Brien Voice of the Customer (O.VOC™) study to identify Miller Electric’s key differentiators and those of their competitors. This research informed the overarching strategy and creative direction.
The design strategy incorporated modern elements alongside historic imagery, effectively bridging Miller’s iconic past with its confident future.
Additionally, OBI wrapped Miller’s fleet of work vans in creative new branding and created a sales kit featuring a variety of line cards to highlight different services. These efforts aimed to generate excitement around customer and employee events with a fresh new look.
Results
The brand refresh has positioned Miller Electric to better engage with current and potential customers while honoring its longstanding legacy. The initiatives have helped maintain their status as an industry leader amid ongoing market changes — and they’re already ready for more.
1000 s
of website visits per year.
16 -year
Best of Omaha win streak since the update.
40 %
CTOR with successful brand rollout.
Recognition
Our work with Miller Electric was recognized with an AMA Pinnacle Award to celebrate the success of campaigns that don’t just look good, but deliver measurable impact and results.
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