After Aegion Corporation was acquired by private equity company New Mountain Capital, the organization underwent a dramatic transformation. The company jettisoned its energy services division and coatings business to focus exclusively on pipeline rehabilitation and technology-enabled water solutions.
Over the course of three years, Aegion acquired 12 water-related companies and formed partnerships with cutting-edge technologists, becoming one of the most active companies in the water sector for mergers and acquisitions.
Aegion made the strategic decision to rebrand because there was a clear disconnect between the company’s current operations and market perception. Aegion needed to signal to financial investors its new identity as a water sector specialist, clearly distancing itself from previous associations with broader infrastructure assets like energy.
The rebranding effort faced a significant constraint: for procurement reasons, subsidiary companies—needed to retain their existing brand names. This created the challenge of developing a unified brand architecture that could accommodate these independent identities while still presenting a cohesive market presence.
Aegion made the strategic decision to rebrand because there was a clear disconnect between the company’s current operations and market perception. Aegion needed to signal to financial investors its new identity as a water sector specialist, clearly distancing itself from previous associations with broader infrastructure assets like energy.
The rebranding effort faced a significant constraint: for procurement reasons, subsidiary companies — needed to retain their existing brand names. This created the challenge of developing a unified brand architecture that could accommodate these independent identities while still presenting a cohesive market presence.
We developed a comprehensive rebranding strategy that would unite Aegion’s diverse portfolio of companies under a cohesive identity while keeping individual subsidiary names intact. The new brand needed to embody the company’s commitment to innovation, sustainability, and exceptional customer service in the water infrastructure market.
Our approach centered on creating a master brand that would serve as an umbrella for all subsidiaries, including established names like Insituform®, Corrpro®, and Underground Solutions®. We developed the name “Azuria Water Solutions,” which conveyed clarity of purpose through its water association while suggesting innovation and technological advancement.
Beyond the name and visual identity, we prepared a complete launch package including video assets, marketing templates, and brand engagement training to ensure consistent implementation across all divisions of this $1 billion+ enterprise.
The brand identity has been implemented across all major touchpoints including vehicle livery, signage, PowerPoint decks and trade shows.
The Azuria Water Solutions rebrand successfully unified ten portfolio companies under a fresh, modern visual identity system while allowing each to retain its established name. The new brand architecture created immediate visual consistency across previously disconnected subsidiaries, with each company adopting elements of the Azuria design language.
The rebrand accomplished both strategic objectives. For financial stakeholders, including private equity owner New Mountain Capital, Azuria now presents a more straightforward investment narrative as a water pure-play. For customers, particularly water-specific agencies, the rebrand reframes the company’s comprehensive suite of trenchless offerings as advanced solutions for the entire water infrastructure ecosystem. The refreshed identity now properly represents Azuria’s position as a $1 billion+ water solutions leader with a unified vision and comprehensive service offerings.
