Amerapex

GCW wrote, designed and created all of the promotional and informational material for Amerapex's Guided Wave System™, a patent-pending non-destructive testing method for asset management and pipeline inspection. Guided Wave Testing is bought on technical understanding rather than brand preference, which makes the quality of the explanatory material the whole of the marketing.

The problem the writing had to solve was one of scale. The old CML/TML process meant stripping a small piece of insulation every one to two feet along a pipeline, hoping to hit a corrosion spot — labour-intensive, hit-or-miss, and repeated from weekly to annually across thousands of checkpoints. The Guided Wave System inspects up to a thousand feet of pipe from a single test point, detecting flaws as small as a two percent variation, run by one operator. GCW's line for it — an industrial MRI — gave a refinery engineer an instant, accurate mental model of a method that would otherwise take a page to explain.

The suite was then built to carry the argument to the people who sign for it. The cost case was made in their own units: 50 to 70 percent saved against traditional checkpoint inspection, up to 80 percent on heater and boiler tubes, a ten-year labour saving one major refiner put above a billion dollars across its refineries, against five million dollars a day in downtime when a problem is found too late. The technical case was framed inside the American Petroleum Institute's API 570 piping inspection code, so the method arrived as compliance rather than novelty. And the application range was laid out in full — underground pipelines, electric power and chemical plants, railcars and ocean-going tankers, offshore drilling platforms, pipe supports, underwater pipelines — because every one of those is a different buyer with a different reason to care.

The through-line was the promise on the cover: the wave of the future for safety and reliability in petrochemical production, processing and transport.