Creating friction with a brand for a global industry leader

Friction Marketing Company (FMC) were looking to reflect their growing industry leading business through repositioning their brand and online presence globally.

The challenge

With a desire to improve their brand awareness to a global market, and stand out from the competition, FMC needed consistent marketing materials that captured their USPs to really showcase their international value.

Promoting a global partner in friction

Although well established, FMC firstly wanted to improve their website experience. Following on from workshop and audit insights, FMC realised they needed to look at the bigger picture, including their brand and digital strategy.

We worked to develop the FMC brand by building on the business’ worldwide reputation. This was encouraged through the development of their new strapline ‘Your Global Partner in Friction’, which helps position FMC ahead of competitors as an industry leader. We also developed their current logo into a brand.

Establishing a friction-free website design

To support their new updated branding, we approached the website design with a clear hierarchy in products and services offered by the business. We focused on creating a user-friendly design, integrating FMC’s online catalogue to allow potential customers to easily find the right friction product.

A full circle user experience

Once armed with a brand and a new website that truly reflected who they were and captured their USPs, we were able to target the key audiences through email marketing and print collateral. FMC had a strong end point for all collateral which meant the end-to-end user experience was both seamless and consistent, to drive conversion improvement and boost ROI.