Client Need
Amthor International, the number one distributor in America and the second largest distributor in the world, has the largest variety of tank trucks for the refined fuel, propane, portable restroom, vacuum, septic, water, dust control, well drilling, construction, and fire protection industries. Their American made tanks are custom designed and built specifically for their clients needs. They needed a marketing campaign to promote their company, but also reflected their family owned history and their American made focus.
Gilday Creative Plan
We developed a marketing strategy that included a revised website, micro-websites for targeted audiences, revised logo, trade magazines, mailers, e-mail blasts, print materials, print and digital ads, and promotional materials for trade shows.
The team at Amthor International prides itself on their innovation and the progression of their fourth-generation family owned company. Over the years, it evolved from a welding company to the largest truck tank manufacturer in America and second in the world. As they began to look toward the future, they realized that their corporate identity needed to change to reflect it. Vice-President Brian Amthor sat down with us and conveyed their need for something that captures that essence, yet still being true to the proud Amthor heritage and family history.
The Results
A new identity was part of the comprehensive marketing campaign and was crafted from research and many brainstorming sessions to capture Amthor’s past and future. The new logo is a nod to Amthor International’s first logo, an “A” you’d could still see today on a truck’s mud flap around the hometown where the Amthor company started.
The new logo design and color scheme was integrated into Amthor’s mobile responsive website. The website is quite expansive and is one of Amthor’s strongest marketing tools. A gallery of the tanks they offer is substantial part of the website with images and clear descriptions of all their tanks. It allows users to easily gloss through Amthor’s library of tanks categorized by tank use.
We have designed print ads to be used in trade magazines and periodicals, ranging from promoting upcoming trade shows Amthor will be attending to debuting new products and services. The key was to keep the designs consistent with Amthor’s new, but established, brand. Deviating too far from color schemes or font choice had the potential to confuse clients and potentially dilute Amthor’s brand.
