The centerpiece of Southwire Company, LLC’s new Energy Center is a dynamic, multi-media experience that brings the wire and cable brand to life. Eric Mower + Associates conceived, designed and executed a sophisticated marketing experience to help make the Southwire Energy Center a destination for customers.
Located in Villa Rica, Ga., the Southwire Energy Center is a unique facility in the utilities industry in that it houses sales, manufacturing and logistics operations in one space. It also allows customers to interact with products and observe the manufacturing process.
For the sales floor center, EMA created a life-sized “oak tree” that is crafted from samples of Southwire® cable products and represents the talents of Southwire’s staff. A custom-designed tone-on-tone wallpaper illustrates Southwire’s past, present and future through a series of photos and stories. A video highlighting Southwire’s capabilities spans the entire 60-foot back wall and two side walls of the lobby. An “Observatory”—a glass observation deck overlooking the factory—will be launched later this year.
“We wanted to design an experience that communicates Southwire’s history, both physically and metaphorically,” said Wally Stoneman, creative director at EMA. “Using multiple forms of media, we were able to present the Southwire story in a new and fresh way. Each element of the experience adds another layer of distinctiveness to the center—making it truly unique in the utilities industry. We are pleased to see that the theme has quite literally grown across several other Southwire divisions, which want to use facets of the creation in their own space.”
“The wire oak tree at the center is the perfect metaphor for Southwire, as we pride ourselves on our strength, stability, growth, sustainability and community,” said Kelly Hanson, Director of Energy Marketing at Southwire. “Since we began in 1950, we’ve made an effort to connect with what surrounds us. Today, we are a sustaining source of life for the industries, communities and people that we serve. The oak tree represents that foundation, and the hard work and immense talents of the men and women of Southwire.”
A leader in technology and innovation, Southwire Company, LLC is one of North America’s largest wire and cable producers.
Southwire is a key client for EMA’s Energy + Sustainability practice. The team includes experts in insight + analytics, creative ideation, design + branding, public relations + public affairs, social media and strategic planning. The team conducts research studies, interviews industry experts, and shares insights through articles, blog posts, webinars and videos.