Surround Technologies asked us to develop a new name and communications tools to market their proprietary, unconventional construction material that offered many unique benefits. And after discussing the myriad of obstacles and opportunities they faced in an industry accustomed to working with steel—its firmly entrenched competitor—our main challenge was breaking through existing belief patterns.

Armed with the name ‘Argonium®’, the positioning line ‘Smarter Than Steel™’ and an intriguing suite of integrated marketing components, they introduced their product at the annual Mining Expo in Las Vegas and exceeded their lead generation expectations by over three hundred percent.