Petrosmith - Case Study - Saxum



Smith Pipe of Abilene was an oilfield manufacturing and supply company providing tanks, pressure vessels, tubular inventory and coating. In January 2014, Smith Pipe of Abilene went through a brand refresh with Saxum, and was re-named, Petrosmith.

Petrosmith is a service-oriented, technologically advanced company, dedicated to time-honored traits of efficiency and high quality in the design and manufacture of innovative, reliable products for today and tomorrow’s oil and gas industry.

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Smith Pipe of Abilene (SPA) challenged Saxum to help refresh the SPA brand and develop a marketing strategy that would allow them to better align with the growth they are currently experiencing and to differentiate their business in the marketplace. SPA wanted to position their brand as a high-tech, highly capable and professional petroleum industry supplier.


Saxum knew that this brand refresh was going to be more than just a new name or even a new logo. Saxum developed a corporate narrative and an image that communicated the benefits and attributes of the Petrosmith brand as well as what differentiates them from competitors.

While this brand has been established for nearly 30 years, the company recognized that it is at an important time in its history to increase exposure to a new customer base and new markets through a brand refresh. By visually and verbally communicating SPA’s story and key messages, the company is well-positioned for future growth.

To help Petrosmith introduce its brand refresh, Saxum developed a campaign, including a trade show experience, marketing collateral and advertising campaign. In addition, Saxum supported Petrosmith’s transition for the internal team.

Additional tactics employed include the following:

  • Developed key messages to be used in marketing materials, on the web and with all media relations materials
  • Worked with local and trade media to gain earned media placements
  • Developed and executed a paid media strategy that targeted potential customers and was executed in traditional and trade publications
  • Created updated collateral that aligns with new branding and messaging
  • Launched a new website


The brand refresh has created positive changes for Petrosmith, catching the attention of their previous customers along with new customers. Their increased exposure has gained the company a boost in business and given them a connection with the media and the industry.

The trade show experience and strategy Saxum developed for Petrosmith provided the opportunity to showcase and announce the brand refresh. The website developed is more robust and allows current and potential customers a one-stop location to access all Petrosmith’s producing offerings.


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