Beckett Thermal Solutions
Gas Combustion Burners and Systems
Competitive Analysis, Brand Strategy, Corporate Renaming, Logo Design, Website Design, Social Media Content Creation, Exterior Landmark Signage, Trade Show Booth Design, Corporate Introduction Video, Employee Recruitment Advertising
Beckett Thermal Solutions | A Family Owned Global Business Seeking Purpose
Beckett needed to consolidate its global divisions under a single corporate umbrella and develop a messaging with higher purpose.
Founded on the principle of a higher calling, Beckett is a global pioneer of gas combustion technologies. Their creative problem-solving and engineering capabilities deliver first to market advantages for a diverse mix of products and industries.
Driven By Guiding Principles, Building A New Brand To Unify Global Business Units
CHALLENGE: With the 2016 acquisition of competitors in the UK and Italy, Beckett Gas expanded global capabilities and now successfully serves customers on both sides of the Atlantic Ocean. As the cultures of US, UK and Italy became intertwined, and global customers became familiar with Beckett Gas it became evident that there was a need to unify under a single corporate identity.
SOLUTION: The Array Creative Process identified a new path forward — a shift from manufacturer of gas components to a solutions provider for warmth and comfort. Array created the new name, Beckett Thermal Solutions, that captures the essence of their tireless commitment to problem solve for clients. The new name also provided the solution to consolidate the UK and Italy brands under a single “umbrella” corporate brand. The change represents a new era for Beckett, which their new slogan reflects: Engineering Solutions For A Better Tomorrow.
The new Beckett Thermal Solutions logo pays homage to the original gas flame by using the same silhouette. However, the flame was segmented into three themerals that represent the three guiding principles of the culture — excellence, integrity and profound respect for the individual. With the addition of a third brand color, green made the mark more modern and also represented Beckett’s goal of striving towards better, cleaner fuel solutions.
Array redesigned all aspects of the brand identity including business cards, letterhead, presentation materials, exterior landmark signage, trade show booth and website. The purpose of the name change was eloquently communicated to the organization and customers with a corporate introduction video.