Branding for an industry leader

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

Promoting a global partner in friction

FMC is a global manufacturer and distributor of wet friction discs, providing solutions for transmission and brake performance within the heavy duty industry. Although well established, FMC wanted to improve their online presence. Following insight from the workshop and digital audit, we recommended a strategy and approach to their brand and website.

Repositioning a brand

We worked to develop the FMC brand experience by building on the business’s 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 created a new logo design by tweaking the brand’s colour palette to feature a brighter, fresher red, whilst using a bespoke friction plate illustration to clearly define the product and service offering.

Establishing a friction-free website design

To support their new updated branding, Rawww’s approach to website design for FMC demonstrated a clear hierarchy in product and service offered by the business. We focused on creating a user-friendly design, integrating FMC’s catalogue to allow potential customers to easily find the right friction product. A detailed SEO strategy was included as part of the website redesign to ensure all copy was optimised for search engines whilst still sounding relevant to the reader. Within the first three months following the new website design, FMC’s click-through rate (CTR) in Google search improved by 22% with over 10,000 impressions.