Sorian

Sooner Pipe had spent close to a century earning its name in oil country tubular goods. Then Sooner, CTAP and TerraTech came together as Sorian, and every piece of that equity had to survive the move. Search engines treat a rename as a new company. Customers who had bought pipe from the same people for thirty years needed to arrive somewhere familiar. And the internal side of the business, roughly a billion dollars of accessible inventory, was still being run out of systems the website could not see.

WWC has worked with the company for more than three years, so the rebrand was not handed to us finished. We worked alongside the branding team through it, owning the user experience and the launch: how the three companies resolve into one navigation, what a customer who still types Sooner sees when they arrive, and how the site is structured so the name change reads as continuity rather than a disappearance. The site runs on WordPress and Elementor. The second half of the engagement is not public. WWC designed and developed a custom SharePoint integration for the Sorian intranet, with role based access so what an employee sees is governed by what they are entitled to see. Inside it sit real time Incorta dashboards and a connection to the Oracle ERP, which is where the inventory, pricing and logistics actually live. A supply chain business sells on availability, so the difference between a number that is current and a number that is a day old is the difference between winning the order and quoting on stock you no longer hold.

The launch went cleanly and the search loss that normally follows a rename was kept to a minimum, which was the outcome the whole plan was built around. Sorian now runs a public site and an internal platform that read from the same operation rather than describing it second hand.