THE PROBLEM
Surround Technologies had developed a proprietary construction material with many advantages over steel, the established choice of the mining industry.
But a better material doesn’t automatically win over an industry that has relied on the same solution for generations.
THE CHALLENGE
How do you get industrial buyers to question the status quo and consider a better alternative?
THE IDEA
After brainstorming with the client, the new material was named Argonium. From there, we created its visual identity and distilled the material’s multiple advantages into a clear, memorable proposition:
Smarter than Steel
We then developed an integrated suite of marketing materials that brought the positioning to life and communicated the material’s advantages in a simple and compelling way.
THE RESULT
Launched at the annual Mining Expo in Las Vegas, Argonium exceeded lead-generation expectations by more than 300%.
We made a new material’s biggest challenge its clearest selling point.