Wellmark Brand Refresh - Case Study - Saxum



The WellMark name has long been known for quality products for the petroleum and petrochemical industries. With their broad line of diaphragm-operated valves, pneumatic and electrical level controls, safety relief valves, chemical pumps, liquid level indicators, switches, point level electronic controls and various accessory products, Wellmark strives to be a cost-effective, one-stop shop for these products.

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An investment firm recently acquired WellMark after being privately held by a family in Oklahoma for 31 years. With the new acquisition, the leadership team saw an opportunity to take the company to the next level and attain more market share and a better position in their industry.


To help WellMark expand its brand and products, Saxum led a complete brand re-fresh by giving the company an updated logo and overall new look and feel, including a new tagline. Additionally, Saxum designed and executed a company brochure, product summary and trade show displays. The marketing brochure was a comprehensive look at the company’s product offerings and philosophy.

Saxum created a 2 ½ minute video, highlighting the WellMark process, which captured the craftsmanship of their products and highlighted the innovation that attracts customers to the company. Our goal was to not only showcase the attention to detail that goes into their products, but also to capture the company dynamic and hard-working culture that they strive to maintain.

Additional tactics that were employed include:

  • 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 both traditional and digital outlets
  • Created updated collateral that aligns with new branding and messaging
  • Launched a new website
  • Designed and executed a quarterly newsletter


The positive changes at WellMark have caught the attention of both current and prospective customers. Because of their increased exposure, they are experiencing an unexpected boost in business during a time that would typically be a slow period. We have secured close to a million earned media impressions over a five-month period in both local papers and trade publications. In addition, we helped to secure more than 240,000 impressions through a paid media strategy over a six-week period.


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