I. Situation

Harper International, located in Lancaster, NY, is a global leader in complete thermal processing solutions, as well as technical services essential for the production of advanced materials.  

For decades, Harper furnaces have been the quality standard among materials processors. The company is synonymous with excellence in thermal processing, mostly in regards to manufacturing, which was only one aspect of its expertise.

Harper tasked Travers Collins with crafting a new brand identity, to position the company as more than just a manufacturer, and define it as a strategic and innovative partner in the development of new materials.

II. Execution

Travers Collins interviewed key executives within the company, conducted a competitive audit and key messaging analysis that led to the development of Harper’s unique positioning, vision and mission statements. The tagline “Spark the future,” paired with a logo that features a spark forming within an “H” shape, provided a mix of industrial muscle and cutting-edge science that set Harper apart from the competition.

Once the brand messaging was established, the agency developed an integrated marketing communications plan, including website, trade show materials, collateral, internal communications and additional support materials.

III. Results

The new brand was rolled out at the 2011 JEC Trade Show in Paris, France. Diana Robbins, Marketing Manager at Harper, commented on its success:

“As our company grows and expands its scope, it’s crucial to have a brand identity that not only defines us, but sets us apart. And the ‘Spark the future’ brand is as dynamic and forward-thinking as we are.”
Harper has had a very successful year since the launch, boasting an increase in sales. Travers Collins continues to work with Harper as it grows and evolves on a global scale.