Venturi Supply Brand Equity Development
the situation
Trive Capital, a private equity firm, developed a strategy to acquire multiple companies supplying pipe, valves, and fittings (PVF), along with value-added services across the Industrial, Commercial, Energy, and Infrastructure industries. Each business had been a privately owned entity with enduring family legacies and strong regional ties. To unlock greater value, Trive needed to bring these acquisitions together under a cohesive umbrella brand, create a national footprint of leading PVF suppliers, and establish a unified message that could scale across the entire portfolio.
the strategy
LABOV partnered with Trive, first listening and learning from the leaders of the portfolio companies, then providing recommendations, including a new identity that reflected not only those brands but also any future acquisitions. This meant researching the PVF industry to understand what was at the heart of it and the people who serve it. LABOV conducted dozens of Jam Sessions™ that produced hundreds of potential names for the new enterprise. After weeks of collaboration and “jamming,” a name rose to the top of the list.
the finished product
We recommended the name Venturi, inspired by the Venturi effect: a principle in which fluid speeds up as it passes through a narrowed section of pipe or channel, resulting in reduced pressure. In other words, a smaller space increases the velocity of the flow. This concept is well known in the PVF industry and closely aligns with the focus of Trive’s portfolio companies. Following approval of the name, a logo was designed to represent the effect itself.
“LABOV’s work went far beyond naming. Their ability to guide a complex organization through change, align people around a common identity, and create genuine enthusiasm for the future was impressive.”
Michael DiMino
Former CEO of Venturi Supply
the results
Since its launch, Venturi has established itself as one of the largest independent PVF and industrial distributors, distinguished by its strong technical expertise and commitment to personal relationships, treating both suppliers and customers like family on a national scale. The roll‑up strategy is designed to preserve local customer relationships and expertise while adding scale in procurement, logistics, and specialized services across the industrial, energy, and life‑safety markets. Thousands of employees have since been inspired and trained on the Venturi Supply brand, including its name, logo, and offerings. LABOV continues to work with Venturi Supply brands, helping strengthen their brands and maintain their legacies.