In June 2007, we started working with a former Rockwell Automation subsidiary called Reliance Electric Power Services. The company, which serviced and repaired industrial electric motors and generators for power gen, petrochem, metals and mining operations, was being spun off in a sale to The Riverside Company, a leading private equity group focusing on mid-market companies.
Riverside’s new portfolio company needed a brand and integrated marketing to compete in continuous process industries across the country.
We branded the company as Integrated Power Services (IPS) and developed the tagline, “Reliability. Delivered.” The new tagline summarized the brand’s value for continuous process plants that depend on massive electric motors and generators, the kind that must never, ever fail (because then the process isn’t continuous). Unplanned downtime can mean hundreds of thousands or even millions in lost revenue, so a service company with more ways to keep those motors and generators running is in a strong competitive position.
Comprehensive brand identity
Website design, development and SEO
Powerful visual identity
The three triangles that form the logo represent repair services, field services and product sales, the core of the IPS services portfolio. We chose a unique teal blue that was unique to the electric motor repair industry, suggested calm and cool, and then used this to create a look and feel that extends across the marketing platform, supporting the company’s commitment to safety, quality, customer service, engineering, and continuous improvement.
A value proposition for plant and reliability engineers
The IPS brand positions the company as an independent, objective service provider, ready to repair or replace rotating assets, depending on which makes more sense for the customer. This emphasis on a service relationship based on customer service, engineering, documented quality and shorter lead times helps distinguish IPS from OEMs that focus on manufacturing over service, and smaller independent repair shops that lack the engineering and coast-to-coast resources IPS offers.
In June 2007, IPS started from scratch, with eleven service centers and no brand identity. Today, it has 21 locations, including three service centers in Canada. IPS has an aggressive acquisition strategy, having purchased seven independent operations since 2008, and has established itself as North America’s leading service provider for electric motors and generators up to 145 Ton and 15 kV.
Riverside, which typically holds its portfolio companies for five to seven years, sold IPS after five years, having met its investment objectives in 2012. The new owners, Odyssey Investment Partners, have recapitalized IPS and committed to extending the company’s aggressive growth and acquisition strategies.