United Abrasives

Website Redesign and Content Marketing for Abrasives Manufacturer

United Abrasives, an American abrasives manufacturer headquartered in North Windham, Connecticut, had built a reputation as the standard for excellence among a strong network of distributors and reps. As times changed and more buying power shifted to a younger class of end users, they knew they needed to refresh their branding and develop messaging and content that would speak to this audience.

Along with updating their brand identity, logo and web design, we also discovered during the research that this audience was highly receptive to video. So, we hired and worked with a top local video-crew, collaborated on the development of all scripts, onsite production and edits and used targeted social campaigns to get the videos in front of the right people. We also hired a photographer to refresh their product and facility imagery and used this to launch their new Instagram account. The result was a first-class design, branding and content worthy of their high-quality products.

Work Completed:

  • Website Strategy & Wireframes
  • Design Palette & Custom Website Design
  • Logo Redesign
  • Video Scripting and Production Oversight
  • Photo Shoot Management
  • Product Catalog Redesign
  • Collateral Development
  • Search Engine Optimization
  • Copywriting
  • Launch and Promotion of Instagram Profile
  • HubSpot Implementation
  • Content Marketing Including Infographics, Video, Blog, Newsletter and Social Media

Work Examples