Squires & Co

Infra Pipes

Uniting a diverse portfolio of infrastructure brands into one cohesive North American identity built for scale, clarity, and performance.

SERVICES

Naming  /  Positioning  /  Brand Identity  /  Collateral  /  Social Presence  /  Motion  /  Website Design  /  Website Development  /  Advertising

APPROACH

With a goal of unifying Infra Pipes and Endot under a single, cohesive brand, Squires&Co partnered with leadership to align positioning, messaging, and identity across a complex portfolio of products, facilities, and markets. Through stakeholder input and strategic development, we established a clear brand narrative that reflects the company’s scale, capabilities, and role in advancing critical infrastructure. This foundation informed a new visual identity system, built for clarity, strength, and flexibility, along with an anthem video that introduced the brand to the market and captured its purpose and momentum.

Stationery systems, brochure, case study, data sheet, product bulletin and model specification templates were created to accommodate a range of product information.

The Infra Pipes website was designed to simplify a complex product portfolio through clear, intuitive navigation and multiple paths to product discovery. Users can search by application, industry, or specification, creating a more efficient experience for engineers, contractors, and distributors. Built in English, French, and Spanish, the site supports the company’s full North American reach while reinforcing a consistent, unified brand.

Icons

We developed a custom icon system and a suite of 3D product renderings to bring clarity and consistency to Infra Pipes’ complex product offering, simplifying how users navigate applications, materials, and specifications. These elements, along with a comprehensive brand standards guide, established a clear and scalable framework for consistent execution across every touchpoint. Supporting the rollout, we also created social media templates and a targeted ad campaign with strategic media placements to introduce the new brand to the market with clarity and impact.

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