Serving the Smartest Links in the Supply Chain. Western Pacific Storage Systems had been manufacturing steel shelving products for more than twenty years. Their product range provided customers with a variety of warehousing and distribution product offerings. They were solid performers in product quality, engineering, customer service, on-time shipping and installation. Their Lean manufacturing process boasted continuous improvement. But good wasn't good enough for Tom Rogers, President and CEO of Western Pacific. He enlisted the help of Gasp to make some noise within their highly competitive industry and expand their reach.
Gasp recommended a program that would transform the company from the inside out. A corporate name change from Western Pacific Storage Systems to Western Pacific Storage Solutions would capitalize on their vast experience in assessing customer needs and engineering custom storage solutions. A new tagline, "Serving the Smartest Links in the Supply Chain," trumpeted their ability to solve complex challenges and obstacles at every touchpoint along the way.
Gasp created a new identity system and marketing communications package, including an extensive overhaul of their corporate website. Gasp also created an internal employee training and incentive program to reinvigorate the company and arm the sales team with concrete talking points.
Western Pacific's new brand philosophy was introduced at the ProMat material handling trade show in Chicago. Creating an exhibit display utilizing all five lines of Western Pacific shelving products, a 6-ft. graphic "brain" was erected on top of a 20-ft. steel tower. More than 20 of the world's leading thinkers were immortalized by "exhibiting" their "brains" in glass jars that were displayed within the WPSS shelves, which were covered with brightly colored graphics.
Western Pacific's new brand identity did more than move the needle, it re-invigorated the 20-year-old company, creating internal excitement that quickly spread within the industry. Within the first twenty minutes of the ProMat show, Western Pacific wrote their largest order in recent history, followed immediately by two more significant new contracts.
wpss.thegaspcompany.com, website (archive)
Tom Rogers, Jim Mierke (Western Pacific Storage Systems), client
Harry Webber, Angela Glenn, creative direction
Harry Webber, Dawn Ferguson, copywriting
Angela Glenn, design
Michelle Brady, James Huang, production
Nadine Tull, account services
Ivan Song, Terra Whitmeyer (Vivid Dream Design), web development
Teresa Chang, research