Most normal people are bored by things like industrial wastewater. Luckily, there are brilliant companies like Separation Dynamics who thrive on being unglamorously green – making a huge positive impact on the environment by reducing the amount of (dirty) water produced through manufacturing.
The old Separation Dynamics website was brimming with technical jargon and grainy images that looked straight out of 2006. The company effectively had no visual brand identity. I helped them develop a new brand identity based on a clear message (Do More With Less Wastewater). The new look and tone was rolled into a clean, modern website.
I'm not going to paint a cheery picture of a fluid project that was a cakewalk from start to finish. Along the way, there were big pauses and staff turnover. It was hard to build momentum, because there was always a new client-side project manager to bring up to speed. Not to mention the fact that this subject matter is hard to understand if you don't live in the world of B2B manufacturing solutions.
But to the ownership's credit (and ours, to an extent), we stuck it out and launched a new identity and website that are huge improvements of what existed before.
We know this because for the first time in years, regular qualified leads are coming in directly through the website. The clear message, and improved presentation are helping a great company save more water.