Resinate Materials Group came to us with a problem: their core promise – high quality, custom resins at stable prices – was lost in their website’s dated design and (by their own admission) inaccurate content.
Right away, we saw this wasn’t a design or writing challenge. This was a branding problem. So we started by interviewing key stakeholders from Resinate to gain a deep understanding of the company’s place in the resin market.
Throughout the process, we learned Resinate’s key differentiator lies in their customization process. This in-depth process enables them to create better quality, more affordable resins that enhance their customers’ end products.
Several members of our staff traveled to their lab in Michigan to photograph the process in action. We saw this as the best way to showcase what sets Resinate apart, especially in the market, where websites and other materials are often drab and highly technical.
We incorporated the photos into a colorful, approachable website, brochure and sales sheet template that stay true to the highly technical nature of the products involved. The pieces also include sections that walk visitors through the collaborative, eight-step process Resinate follows with its customers. For the site content, we focused on clearly communicating the technical and financial benefits of customization to the company’s customers in the coatings, adhesives sealants and elastomers market.