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.
As a relentless protector of the people who power the world, Bulwark is constantly feeding safety professionals the world over videos, whitepapers, new interactive tools, tips, infographics and alerts to help build cultures of compliance. F&N takes the lead on all of this content creation and dissemination – and plays a central role in connecting marketing to lead generation.
For 50 years, flame-resistant (FR) apparel has had a massive problem. Its excessive mass. Making these bulky, OSHA-mandated barriers downright miserable to wear. As the world’s leading FR manufacturer, Bulwark had an inspired idea. Partner with global innovations leader, Milliken, and develop an entirely new FR chemistry that could be applied to activewear fabrics so that protective apparel could feel, breathe, move and even look like the most advanced, Under Armour-like performance wear. Without compromising FR protection. Our job was to help the Bulwark iQ Series® become a brand: From name and identity, to launch film, to trade show experience, to website, to sales app, to branded content and 1:1 marketing.