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Hunter Industrial has a legacy of quality craftsmanship and innovative engineering, yet its brand positioning lacked the precision needed to compete effectively in the industrial and commercial sectors. The challenge was clear: evolve the Hunter Industrial brand to resonate with large-scale industrial buyers, distributors, and facility managers while retaining its reputation for reliability and performance.
Watson partnered with Hunter Industrial to create a strategic shift—refining its messaging, modernizing its visual identity, and launching a targeted B2B marketing approach. This transformation positioned Hunter Industrial as a leader in industrial airflow solutions, balancing heritage with innovation.
Hunter Industrial had strong name recognition, but its messaging was inconsistent, often caught between consumer-oriented language and vague technical descriptions. To compete with dominant industry players, we needed to refine its brand voice to align with the concerns of facility managers, safety officers, and procurement teams.
The refined positioning placed Hunter Industrial at the intersection of engineering excellence, operational efficiency, and workforce safety. The new messaging was direct, authoritative, and customer-centric, ensuring it resonated with decision-makers who prioritize ROI, reliability, and compliance.
Watson also introduced the “Engineered For / Engineered To” messaging framework to clearly differentiate product benefits. This structure made the brand’s value proposition immediately clear to industrial buyers:
Engineered for reliability. Engineered to cut downtime.
Engineered for safety. Engineered to protect workers.
Engineered for efficiency. Engineered to lower operating costs.
The previous Hunter Industrial brand identity leaned heavily on craftsmanship, which resonated in the consumer market but felt small-scale for B2B. Watson reworked the brand’s visual language to emphasize scale, precision, and power.
New campaign imagery placed workers and industrial environments at the forefront, ensuring that prospective buyers could immediately connect with the brand’s impact on their operations. The product itself was also elevated through heroic, cinematic photography, highlighting the engineering details that set Hunter Industrial apart.
The use of bold typography, streamlined layouts, and a refined color palette gave the brand a more confident and commanding presence. This shift positioned Hunter Industrial as an industry leader, not just another equipment provider.
With the brand repositioned, Watson built a multi-channel B2B marketing strategy to reach key industrial buyers and influencers.
A new website experience was designed to prioritize conversions, with simplified navigation, technical documentation, and case studies demonstrating real-world impact. Digital campaigns targeted procurement teams, facility managers, and operations executives with SEO-driven content, LinkedIn ads, and industry-specific retargeting strategies.
Hunter Industrial’s presence at trade shows and industry conferences was also elevated with print and digital assets that reinforced the new positioning, ensuring consistency across all touchpoints.
“Hunter Industrial had all the right pieces—a legacy of craftsmanship, innovative engineering, and a strong reputation. What we did was refine the brand and marketing to ensure those strengths were recognized by the right audience. The shift from broad messaging to focused B2B positioning has set them up for sustainable growth in an industrial market that values clarity and reliability.”
Build from insight. Strategy isn’t guesswork—it’s groundwork. We listen, research, and distill what matters to guide smarter decisions and set a solid creative direction.
Make it meaningful. From naming to narratives, we create content that speaks with purpose—rooted in truth, tuned to your audience, and built to connect.
Design for behavior. We craft digital experiences that are intuitive, scalable, and aligned with how real people move, click, swipe, and search.
Bring brands to life. Physical spaces, moments, and memories matter. We design experiences that feel human—and stay with you long after the lights go out.
Drive connection. Our marketing approach blends data and instinct—getting the right message to the right people, in ways that actually move them.
Partner on progress. We work alongside your team to solve real problems, shift thinking, and build internal alignment—without the agency ego.
