TCI Unveils New Brand Identity, Announces New Initiatives
AMERICUS, GA — TCI, a manufacturer of thermoset powder coatings and a subsidiary of RPM International Inc., marked its 30th anniversary by strengthening its ability to offer support to customers across a broad range of industries through targeted investments. The company is evolving from its historical focus on product delivery and service to concentrate on innovative coatings solutions and superior performance.
The company introduced a new brand identity — TCI: Where Your World Matters — symbolizing the company’s focus on providing a best-in-class experience for customers. The new pyramid logo marks an official name change, from TCI Powder Coatings to TCI, as the company continues to expand its coatings portfolio beyond powder.
Since 1996, TCI has been a part of RPM, an international holding company with a diverse portfolio including more than 800 distinct brands used in a wide variety of markets.
“Our new brand positioning represents our new customer-centric market approach that leverages our relationships with fellow RPM companies to meet specific needs with a broad portfolio of products and coatings resources,” said Jack Bostock, Vice President, TCI. “RPM has enabled us to bring a full complement of technologies to strengthen ties with large, internationally-recognized companies while continuing to provide dedicated service and technical support to smaller powder coating customers.”
TCI announced several initiatives to support its evolution in the marketplace, including a major investment in its Ellaville powder manufacturing location, which will expand capacity, improve yields and reduce lead-times. TCI also announced plans for an industry-leading powder coating facility and innovation center in the greater Charlotte area, scheduled to be operational in 2020, which will focus on response and speed-to-market. Additionally, the company announced an exclusive rights agreement to sell BASF CathoGuard, a cathodic epoxy electrodeposition coating, in the general finishing segment, which will enable the company to bundle powder and liquid coatings with best-in-class electrocoat and provide greater options to the OEM finishing space. A new mobile application will deliver product catalogs and technical and customer service support, available for iOS and Android.
“Our rebranding efforts match our aspiration to be the premium coatings supplier and further expand our strategic segments globally, spurring company growth,” said Tom Whalen, Marketing Director, TCI. “We will provide our customers with a superior product, an unmatched customer experience and global expertise to provide the best value in the industry.”
TCI has also committed to increase its environmental practices by reducing waste associated with powder manufacturing by more than 20% at the Ellaville facility as part of its goal to deliver the most environmental sustainable powder coatings in the industry. TCI’s environmentally friendly business practices and initiatives also include new product packaging made with 100% recyclable materials.