Fire-Dex

Client Background

As one of the world's leading manufacturers of turnout gear, hoods, gloves, emergency response apparel, USAR/search and rescue gear, Wildlands and proximity gear, Fire-Dex guarantees that firefighters are well-equipped in the heat of the battle. From hood to pant cuffs, Fire-Dex offers fully customizable gear to match exact specifications and fulfill the unique needs of each firefighter so they can get their job done more conveniently, more comfortably and, most importantly, with more protection.

An anemic logo was reevaluated. Using
similar design elements to maintain
equity, the revised logo is more
dominant, commanding
heightened brand presence.

Designed and manufactured for long-lasting, lifesaving protection, the gear is made in Medina, Ohio, and is sold through a network of distributors across the United States and around the world.

FD stands for
Fire-Dex, but also
"Fire Department".
Caler&Company
designed these
embroidered
emblems
differentiating
Fire-Dex turnout
gear from
competitors.

A campaign using
full-page,full color
trade ads marked
the first time
Fire-Dex dominated
national industry
trade publications.
Emotional appeal
made heros of our
firefighter customers.

The campaign
announced the
capability of powerful
custom software,
also created by
Caler&Company,
which enabled
Fire-Dex customers
to custom-design
turnout gear online
and interface with
Fire-Dex's backend
business systems.

Additional ads
promoted the
"5-in-Five" gear –
five types of custom
turnout gear that
could be ready to
wear in five business
days.

Half-page ads promoted accessories and a glove line that protects firefighters "when the heat is on."

The Challenge

With a goal to move 'up the ladder' as a national contender, Fire-Dex sought a revitalized identity and rebranding initiatives that would instill confidence and reassurance to distributors and end-users that they are the best providers of quality, protective gear for high-pressure, life-threatening situations.

An easy to use, Web-enabled
interface was a major benefit
in the custom software,
"FireWriter". The Caler&Company
designed software linked in
real-time with accounting,
production, inventory and client
accounts enabling Fire-Dex to
become "the competition."

Caler&Company designed this 40'X40'
exhibit, which showcased Fire-Dex
innovations at the Fire Department
Instructors Conference (FDIC) in
Indianapolis, the world's largest
gathering of firefighters.

38,000 attendees
were exposed to
Fire-Dex offerings.
The new software
was unveiled at
breakout sessions.

The Outcome

By focusing on their customer's primary need, Caler&Company positioned Fire-Dex ahead of the game when it comes to preparing our heroes for their missions. Caler&Company redesigned their logo and altered the original positioning statement from, Protection for the Heat of the Battle to When the Heat is On, to intensify the importance of protection when it's time to act fast for emergencies.

Providing additional marketing support, Caler&Company developed a new marketing theme, an ad campaign with a human emotional appeal, an aggressive and professional trade show presence and a Web-enabled, online ordering system with a powerful relational database to help Fire-Dex capture more market share. Sales increased 21% for Fire-Dex.

"The work that Caler&Company has done on our advertising, our trade show exhibit, and on our Web application has helped us create real industry buzz. The momentum we have gained should help us exceed our sales goals. You have become a true partner in our business!"

Steve Garcia
National Sales Manager
Fire-Dex, Inc.

Caler&Company merchandised the new
turnout gear along with hang cards
highlighting features and benefits.