NSI was outgrowing its humble beginnings as an electrical components manufacturer. Like many companies, they had a recipe for success but needed to figure out how to serve their customers at an even larger scale—without losing what their customers appreciated and love about them.

The reality was that with their acquisitions came complexities that had to be simplified for continued success. What was needed was a strategy that resonated with all of NSI’s current stakeholders and would entice future stakeholders. In order to orchestrate that brand strategy, more insights were needed to understand the opportunities in front of NSI, and the internal and external challenges to be addressed in order to take advantage of them.

BOLTGROUP conducted the qualitative and quantitative research needed to understand the brand equity held by NSI and its constituents so that mere gut feelings could be contrasted with objective data. This data, when married with workshops and in-depth interviews with key stakeholders, gave the team a holistic perspective and roadmap that would lead to the definition of the NSI brand foundation. That foundation became the filter for the building of the larger brand ecosystem—its architecture, its audiences, and its merger and acquisition strategy.

This gave BOLTGROUP and NSI the tools needed to begin the appropriate repositioning of the company through its visual identity and brand communications. The teams simultaneously began communications internally and externally by creating the assets needed for onboarding employees, outfitting a new corporate headquarters, communicating to customers, and reintroducing the company to multiple industries.

NSI has undergone transformational growth, significantly strengthening both its brand and operations. Through strategic investments in global sourcing, distribution excellence, expanded manufacturing capabilities, and enhanced management talent, the company has solidified its position as a leader in the electrical, building technology, and HVAC industries. Guided by its core philosophy of Making Connections, NSI has evolved from an electrical product brand into the parent company and driving force behind a portfolio of market-leading brands and products.

Despite this expansion, NSI has been able to stay true to the fresh perspective and customer-centric approach that laid the foundation for its success. Other notable results include:

• 6 acquisitions in 2022-2023, expanding NSI’s reach throughout the electrical, HVAC, and building technologies industries
• Nearly doubled its customer base
• Deepened its relationships with core distributor partners
• Built the brand strategy and architecture so NSI sustained continued revenue growth resulting in a sale to a private equity firm for an undisclosed amount in 2024
• In October 2025, Lennox acquired NSI Industries’ HVAC Division, which included the Duro Dyne and Supco brand platforms

• Design enables transformation. As NSI scaled through acquisitions, design provided the connective tissue—unifying a portfolio of brands under a shared purpose.
• Clarity creates confidence. A well-articulated brand architecture and visual system built internal alignment.
• Business strategy and design strategy are one. Strategic design accelerated acquisition-driven growth.