Hycrete’s patented concrete additive provides customers with chemically advanced, molecularly waterproof concrete, virtually on-demand and without the need for external membranes.
Kinda awesome… but kinda boring. And their previous brand identity wasn’t helping.
Together, we set out to create a compelling ground-up brand platform that made concrete technology un-boring.
Our goal was to create a brand that resonated with their specific target audience and allowed them to become the leader in their industry.
Because Hycrete needed to reach a very specific audience, we worked with their team to create a targeted new brand identity that resonated with their clients in the commercial construction industry
Our intentional brand strategy process and target audience research resulted in just the right look and feel for their industry: strong, professional, and authoritative… yet beautifully elegant.
With Hycrete’s logo-mark, we pulled out all the stops. Zoom in tight and you’ll see concrete walls brought to life in a subtle 3D shape created by the clever use of negative space. Zoom out and you’ll see a strong allusion to a modern letter H.
For Hycrete’s color palette, we were inspired by the history of building materials, beginning with primitive materials such as clay and moving right through to Hycrete’s advanced modern technology.
For Hycrete’s verbal identity we put our research, profiling, and copywriting skills to the test. Hycrete had never developed a formal way of communicating their unique value to the marketplace, especially given their wide range of target personas.
We landed on language that focuses on benefits to the customer and features that separate them from competitors, all wrapped up in a unique voice that resonates with their target audience.
Hycrete’s previous website was a relic from the early 2000’s — outdated enough to potentially drive business away instead of drawing it in. So, a complete redesign and rebuild that matched their new identity was in order.
Our team executed an extensive strategy, planning, UX, UI, and development process to meet the need. Our goals was to balance Hycrete’s website as an effective brand, marketing, and sales tool that truly added value to their business.