Nobody knows safety products like Ergodyne. The St. Paul, Minnesota, company, a division of Tenacious Holdings, Inc., has been making the workplace a better place for more than 25 years. Ergodyne products provide protection with brands like ProFlex®, Trex® and GloWear®, temperature control with Chill-Its® & N-Ferno™, and better productivity with brands such as Arsenal® and Squids®. With each new, innovative product, Ergodyne proves their commitment to front-line workers, and with every new marketing challenge, they demonstrate their passion for good branding. Circadian is proud to have helped Ergodyne achieve a level of brand engagement unparalleled in the safety products industry.

Goal Setting

Over the past five years, Ergodyne has turned again and again to Circadian for help with package design, advertising & print collateral. Each project is unique, but the commitment to the brand aesthetic is never in doubt. While their products are created for the folks in the trenches, the real target audience is the corporate specifiers within Ergodyne’s global Fortune 1000 clients. These are the folks who call the shots, deciding what products to purchase and which to pass over. Specifiers have two concerns: product quality & cost. This is why all Ergodyne communications have to convey the value of the products. Specifiers need to know that, for their cost, there is simply no better safety product on the market.

In addition to specifiers, Ergodyne products have to appeal to the front-line reps and distributors, the men & women who interact directly with the specifiers and who act as the day-to-day face of the brand. They need to feel proud of the Ergodyne products they sell and know that the company stands behind their sales force at every step of the process. In a market full of cheap goods & dry technical specifications, Ergodyne’s energetic communications are an engaging demonstration of the company’s commitment to leading the field.

Execution

To achieve their goals, Ergodyne employs a gritty, industrial aesthetic that resonates with the end-users. Brand imagery echoes their ideal of hard-working individualists who love to get their hands dirty. For specifiers, the rugged nature of the graphics & typography present a tough, durable impression that reinforces the brand message of strong, hard-wearing products. And the brand’s bold orange signature color forcefully declares Ergodyne’s industry influence.

In brochures, packaging, textile design, advertising & more, Circadian has embraced the Ergodyne brand identity and leveraged it to engage each of the company’s target audiences. We have helped them develop communications focused around their brand promise, with relevant messaging that motivates action.

Success

People love the Ergodyne brand. In addition to the practical benefits of protection, temperature control & enhanced productivity, wearing Ergodyne products helps skilled tradespeople project a professional image. According to mechanic Ron Lange, one of the Tenacious Testers, “Ergodyne’s quality, fit and image is a huge asset in “looking the part.’” Reps and distributors love it, too. There are now more than 80 reps and more than 600 authorized Ergodyne distributors. Tenacious branding is growing the business.