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. Using brand anthropology, F&N unveiled a defining set of insights that helped us connect with safety professionals with a leader’s voice, an insider’s knowledge, and an ongoing series of new product innovations, interactive tools, training programs, and bite-sized pieces of content. On a deep, meaningful, 1:1 level. Firmly positioning Bulwark as the FR expert.