Introducing an industrial brand to the national stage.
Client
Kaishan USA
Services Offered
Brand, Design
Industry
Manufacturing
Situation
American manufacturing is reshoring, and the equipment that runs it is being built here. Compressed air sits underneath almost all of it, the fourth utility behind water, power and gas and Kaishan USA makes it. From a 130,000 square foot plant and engineering center in Loxley, Alabama, they design and manufacture rotary screw air compressors from 5 to 600 horsepower, controlling 85% of the product content in-house and employing a workforce that is 40% engineers and more than 20% military veterans. The engineering had real authority behind it but the brand carrying it did not.
Situation
American manufacturing is reshoring, and the equipment that runs it is being built here. Compressed air sits underneath almost all of it, the fourth utility behind water, power and gas and Kaishan USA makes it. From a 130,000 square foot plant and engineering center in Loxley, Alabama, they design and manufacture rotary screw air compressors from 5 to 600 horsepower, controlling 85% of the product content in-house and employing a workforce that is 40% engineers and more than 20% military veterans. The engineering had real authority behind it but the brand carrying it did not.
Solution
Over the past three years I led the creative direction and simplified layouts, removed unnecessary flourishes, and rebuilt the identity as a modular system to scale globally. That foundation carried a full inbound program of educational blogs, in-depth whitepapers, testimonial videos, industry publication advertising and expert-led webinars, along with a NASCAR wrap and promotional material around it. One system, consistent across every stage of the buyer's journey and every digital and physical touchpoint. Kaishan has grown 20 to 40% year over year across that stretch.
Solution
Over the past three years I led the creative direction and simplified layouts, removed unnecessary flourishes, and rebuilt the identity as a modular system to scale globally. That foundation carried a full inbound program of educational blogs, in-depth whitepapers, testimonial videos, industry publication advertising and expert-led webinars, along with a NASCAR wrap and promotional material around it. One system, consistent across every stage of the buyer's journey and every digital and physical touchpoint. Kaishan has grown 20 to 40% year over year across that stretch.
Results
Kaishan USA wanted to bring in 2,800 qualified leads by the end of 2023 and its existing marketing wasn’t going to get there. 5AM helped build out the visual campaign that ran across webinars, trade publications and social media. The campaign generated 2,846 MQLs and beat the original target. It also strengthened Kaishan’s presence in a competitive market and deepened relationships with both new and existing customers.
Results
Kaishan USA wanted to bring in 2,800 qualified leads by the end of 2023 and its existing marketing wasn’t going to get there. 5AM helped build out the visual campaign that ran across webinars, trade publications and social media. The campaign generated 2,846 MQLs and beat the original target. It also strengthened Kaishan’s presence in a competitive market and deepened relationships with both new and existing customers.
Deliverables
Brand Guidelines
Social Media
Presentation
Out of Home
Sales Sheet
Design Components
Get Started
LOOK AS GOOD AS YOU ARE
Let’s give buyers a clear reason to choose you, grounded in strategy, ready for launch.
Get Started
LOOK AS GOOD AS YOU ARE
Let’s give buyers a clear reason to choose you, grounded in strategy, ready for launch.