Case Study: Miller Electric achieves a refreshed brand that honors its legacy with OBI Creative

Miller Electric boosts engagement with OBI Creative and a 40% CTOR

Miller Electric, a leader in the power industry, faced the challenge of updating its brand image to remain competitive while honoring its rich legacy dating back to 1912. The company partnered with vendor OBI Creative, which employed its proprietary O.VOC™ Voice of the Customer study to identify key differentiators and inform the strategy.

OBI Creative implemented a comprehensive brand refresh that incorporated modern design elements alongside historic imagery. The solution included wrapping the company's fleet of work vans and creating new sales kits. The results were significant, including thousands of website visits per year, a 16-year Best of Omaha win streak, and a 40% CTOR. The successful campaign also earned an AMA Pinnacle Award, positioning Miller Electric to better engage customers and maintain its industry leadership.

Miller Electric