Hydroswell Membrane & Ancillary Products
Brand re-launch for growing construction product range.
The project
Communications overhaul for a UK distributor of Xypex, a Canadian brand of construction products.
Updating the entire suite of brand communications to support business growth, through increased sales and wider distribution.
Having established strong sales for Xypex in the UK, SMR Projects were looking to maximise brand recognition and elevate their image within the construction industry.
The overhaul included a review and update of the visual approach, key messaging and tone of voice. This ensured communications resonated with target industry sectors and was reflective of the high quality of the Xypex product range and SMR’s professional services.
Consistently communicating quality, technical expertise and high levels of customer service…
Working closely with the SMR Projects to understand the challenges and ambitions of the business was key to effective delivery.
The company website is central to the marketing strategy for both the parent distributor business (SMR Projects) and the product brand (Xypex). Ensuring that SMR Projects’ own proposition was clearly communicated alongside the Xypex product offering, was crucial to positioning the business for future growth.
The website is supported by a range of documents, accessible online, as well as in printed format.
These are used to communicate product benefits, application procedures, specifications and warranty information. It was therefore imperative that the tools and documents were simple to navigate, easy to use and straightforward to update.
About SMR Projects / Xypex…
SMR Projects are a waterproofing specialist who distribute Xypex, a crystalline waterproofing solution from Canada, under license within the UK.
As a trusted specialist operating within the construction sector, SMR Projects have developed a range of products and services for residential, public sector, commercial and infrastructure project applications.
