From recognized engineering to the industry’s technical authority.
TSPro manufactures in Brazil equipment for the safe handling of hazardous fluids. MindBrand took over marketing end to end, from brand positioning to digital execution, acting as the company’s dedicated marketing team.
- Brand positioning
- Verbal identity
- Website & UX
- Content & SEO
- Paid media
- Institutional materials
National engineering for critical operations.
Founded in 2010, TSPro develops and manufactures loading arms, pantograph ladders, swivel joints, industrial hoses and safety systems for terminals, refineries, distributors and industries in the oil & gas, chemical and agribusiness sectors.
Production in Brazil, compliance with NR-12 (Brazilian machinery safety standard), ABNT NBR 15690 and EN 13765, and full traceability through the proprietary SISCOMAN system.
- +15
- years in operation
- +1.300
- clients served
- +4.000
- hoses supplied
- +1.300
- loading arms
Recognized quality, but remembered too late.
The research we conducted with 13 stakeholders (clients, partners and internal team) confirmed: TSPro’s product is seen as robust and reliable, but the brand does not come first in the project specification phase. When that happens, price becomes the deciding factor before the technical differentiators are considered.
- •Communication centered on “what we do”, not on “which problem we solve”.
- •Portfolio with little visibility: brand seen as a product supplier, not a solution provider.
- •Timid digital presence compared to global and national competitors.
MindBrand CMO as a Service
A senior MindBrand marketing team acting as TSPro’s marketing directorate: strategy, brand, content, media and management under the same team. No building an internal structure, no outsourcing what matters.
Plan and positioning
Immersion, market research, positioning matrix, message and tone of voice of the brand.
Materials and channels
Verbal identity, website, catalog, presentations and the foundation for the marketing plan to go live.
Management and activation
Recurring content, inbound, paid media and relationship, with a monthly report and follow-up meetings.
A new verbal identity and a more mature visual system.
The first deliverable was the foundation. A defined positioning, a verbal identity that TSPro did not have in a structured way and a more rigorous visual system. The logo and the colors remain: what evolved was the way the brand speaks, writes and presents itself: from equipment supplier to technical authority in the safe handling of hazardous fluids.
Solutions for your operation to flow.
It sums up what TSPro delivers: not isolated parts, but engineering that keeps the operation moving: from specification to field support.
Speaks with command, shows mastery and guides decisions.
Reduces noise, organizes information and makes understanding easier.
Conveys predictability, responsibility and industrial maturity.
Partner brand, present throughout the whole journey.
Firm and objective communication, without promotional exaggeration.
Connects product, decision, application and the real operating context.
BeforeExcessive graphics, noise and too many expressive elements.
NowFirm grid, typographic hierarchy, use of white and industrial elegance.
BeforeIsolated product photo: reading of “parts supplier”.
NowEngineering in real context: people, equipment and operation in the same frame.
BeforeNo structured verbal identity.
NowManifesto, tagline and six pillars that guide every text.
tspro.com.br, published.
The repositioning left the document and entered the brand’s main channel: a new website, aligned with the manual on every page, with the technical narrative, the standardized product catalog and the SEO foundation, all live.
- 3 languages: PT · EN · ES
- +80 standardized product pages
- Technical blog publishing
- Institutional video on the home page
- Technical SEO + schema (LocalBusiness, Article)
The workstreams MindBrand takes on.
Corporate
- Review of verbal and visual identity
- Presentations by segment: Oil & Gas, Chemical and Agribusiness
- Product catalog (~50 pages) with portfolio and applied identity
- Institutional video: script, art direction and cuts for digital
- Repositioning and redesign of the website: UX, product pages, form and landing pages (3 languages)
- Technical SEO + indexing for AI: website performance and speed
Content and Digital
- Monthly newsletter: design, copy, HTML and sending
- Segmented email marketing: 2 sends/month per profile
- Blog: 2 articles/month focused on organic SEO and indexing for AI
- Organic LinkedIn: 1 post/week + 1 in-depth article/month
- LinkedIn Ads and Google Ads: campaigns and boosting on demand
Go-to-Market · Relationship
- Event landing pages: form, email sequence and automation
- Support for expanding the User Conference with partners
- Relationship and technical training program
- Support for HR in communicating the new positioning
Management & infrastructure
- Dedicated marketing manager (CMO as a Service)
- 4 follow-up meetings per month
- Licenses, VPS, security, backup and website maintenance
TSPro’s engineering, now told.
We took content production inside the factory: loading arms, hoses, ladders and quality control become raw material for the website, the catalog and technical content.
The new brand, applied.
With the platform defined, the commercial materials were the first to carry the new system: presentations by segment and a product catalog being finalized.
Covers of the commercial presentations. The complete documents are for TSPro’s commercial use.
The first numbers of the work.
Project in progress, but some signs already appear: the brand gaining reach on LinkedIn and the audience arriving at the website engaging, especially when coming from AI assistants.
Today in Google’s AI answers (AI Overviews and AI Mode) we have more than 2,900 impressions per month.
According to Google’s own report, the technical content that MindBrand publishes on the TSPro website has been appearing more and more in the AI-generated answers of Search. The progress was gradual: each month exceeded the previous one, with no isolated peaks.
It is the result of the SEO and GEO work that MindBrand conducts on the account: going from ranking to citability, with content that AIs can read and use as an answer. To understand what this report measures (and what no tool can measure), see the generative AI report in Search Console and how to set up your measurement, in practice.
Source: Google Search Console, performance report on generative AI features in Search, 2026. Variation of monthly impressions relative to June (first full month). May and October, being partial, were left out.
LinkedIn · compared to the previous period.
Source: Google Analytics 4, TSPro website sessions.
Project goals
Go from a reliable supplier to a technical reference in the safe handling of hazardous fluids.
Be considered from the early project phases, before price becomes the criterion.
Strengthen oil & gas and open structured space in chemical and agribusiness.
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