Bulwark FR

FR & PPE

Background
Bulwark FR had high penetration in the oil & gas and electric utility industries, but their brand was virtually unknown. A major dilemma, given the company’s 45-year run as the industry’s largest seller.

Work

Guided by a defining set of strategic insights that helped us connect with safety professionals and an insider’s knowledge of what makes them tick, we helped Bulwark develop a brand platform that resonated with their audience and internal stakeholders: Arm Yourself. This creative platform bridged a long-standing divide between sales and marketing internally, guided the training investment necessary to operationalize the company’s new marketing automation system, and ultimately set the stage for Bulwark to market to its strengths.

We created a distinct visual voice and brand personality that have firmly positioned Bulwark as the FR expert, allowing the company to expand their product offering, introduce new brands and, ultimately, develop a new safety platform to house their brands: Bulwark Protection. The ultimate FR & PPE powerhouse.

We also built an all new website that could house their immense education and training offering, in addition to Bulwark Protection’s first-ever foray into e-commerce. The site combines flawless UI and e-commerce functionality with a look and story that better aligns with their vision: to be the relentless protectors of those who power our world.

Results

The success of the platform and the internal alignment it nurtured has led to an ongoing series of award-winning product innovations, interactive tools, training programs and a best-in-class cross-platform content strategy. And, of course, the ongoing content to ensure it connects with their audience, on a deep, meaningful, 1:1 level.

The work was rewarded an Bronze EFFIE in 2020.