Plan 9 has worked with Flowtronex through quite a few transitions. Helping to
create a brand image as a world leader in the water pumping industry, through
their evolution as a solutions provider for all of a given client’s
water supply needs.
Throughout this time our goal has been to present flowtronex
as an technologically savvy, customer-focused innovator, who is committed to
each client’s unique needs.
In the past, Flowtronex' marketing efforts focused on product
superiority. Acquisitions and new technolog developments, have allowed them
to position themselves as a "Solutions Provider". This means they
can take water from an source, then prepare and distribute it to a variety
of aplications,
such as golf course irrigation, potable water, etc.
We felt the best way to convey these broad capabilities wasa to feature the
people and their expertise which make things happen at Flowtronex. This people-centered
theme
also reinforces Flowtronex' reputation as a superior aftermarket service provider.
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This ad graphically illustrates Flowtronex' capabilities
as a single source solution provider, able to take water from disparate sources,
then prepare and distribute it to a variety of applications.
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Flowtronex' Master Control Architecture gives golf course
superintendants the unprecedented ability to control their entire irrigation
system from anywhere via the internet. The announcement for this revolutionary
technology warranted an unconventional approach.
Typically advertising for the golf industry features golf green beauty shots
and some copy. The MCA ad literally blasts through the cliche ads filling this
trade magazine, the victim in the foreground being an ad that looks suspiciously
like one of
Flowtronex'
biggest competitors. The superiority of Flowtronex' new system is outlined
matter-of-factly in the copy.
A shotgun was suggested by one of the flowtronex managers to execute the blast
and a d.i.y. photo shoot was arranged. Unfortunately the finished
ad was not completed due to budget constraints.
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IWM – Integrated Water Management means
providing everything for water from it’s source
to it’s use – filtration, salination, pumping,
monitoring, as well as remote control from
any internet connected computer. To introduce
this evolution from pump manufacturer to
solutions provider, Flowtronex needed a
branding overhaul. Plan 9 Design produced
an (1) IWM logo, (2) brochure, (3) website
templates. Tradeshow graphics that employ the newly created branding
elements were also produced.
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Supervisory Control And Data Acquisition Software is used
to control multiple pumping systems from different remote locations. With engineers
being the primary audience for this piece, Plan 9 Design created a clean, no-nonsense
layout with a restrained, technical style.
A custom 3-D illustration gives the reader an idea of how the product would be
used in the field.
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