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Leading thermal solutions provider

Watlow, an industry provider in the design and manufacture of complete thermal systems, hired Dovetail to lead their rebranding strategy. This included a thorough discovery process, qualitative and quantitative research efforts, brand positioning development as well as logo and tagline development.

Dovetail assessed Watlow’s current position in the marketplace by interviewing both customers and team members. Using that valuable data and insights, Dovetail developed a new brand architecture including the enterprise brand, which is represented by the corporate logo, tagline and emotional benefit the brand delivers.

These elements reflect their commitment to providing best in class engineering expertise and leading thermal products that give their customers a competitive advantage. Their new tagline, “Powered by Possibility” captures this sentiment perfectly and serves as a daily challenge to all Watlow team members to think beyond the constraints of today.