don't just do it; Do it with Purpose!

American Boiler
Manufacturers Association

ABMA Branding


After conducting a national search, ABMA selected L2 to lead a 3-year strategic rebranding initiative. The boiler industry had evolved but ABMA’s brand had not. It was time for the association to realign its brand, message, and vision with the needs of the broad-based boiler industry.


Stage 1 into the process to rebrand ABMA involved conducting extensive research to learn ABMA’s current positioning, needs of the industry, and opportunity areas. Conducting interviews, focus groups, and administering a membership-wide e-survey has recently been completed and analyzed. First and foremost, ABMA has many opportunities in front of the organization, it simply needs to focus and consistently communicate its new brand positioning – Leadership for the Boiler Industry. L2 developed three pillars of focus for ABMA – connect the industry, advocate for the industry, and advance the industry. All branding will evolve around this focus. At the writing of this case study, L2 has begun work on implementation of new strategies and the creation of a brand style guide and messaging playbook. As results occur, we will update this case study.