Surface Technology is a leading specialist supplier of high performance surface coatings and metal finishing treatments.
Their coatings protect, enhance and optimise the performance of critical metal components and equipment used in a wide range of industrial applications. They provide their application service and technical expertise from facilities across the UK and a number of international locations, all supported by key industry and customer approvals.
Challenge
The company had grown by acquisition and retained the many different acquired company names and brands, each offering different services from a number of site locations.
Previously, Surface Technology had engaged a marketing company who had created a range of different logos for each company name in an attempt to create a range of brands. Each company also had a separate website, each with differing designs. The resulting collection of unrelated brand names, designs and websites provided little synergy for the company, contributing to a weakened brand and disjointed marketing communications.
Solution
Veucom worked with Surface Technology directors and parent company marketing team to create a full rebrand plan and implementation strategy.
After a brand audit was conducted, the decision was taken to dismiss the many company names and brands. Veucom were appointed to create a single brand and identity and apply it across all Surface Technology companies internationally through the creation of consistent marketing communication materials and messaging.
In implementing the new brand design, Veucom created a broad range of marketing communications, including:

The rebrand and new website has seen extremely impressive results from the moment it was launched.
The rebrand and new website has seen extremely impressive results from the moment it was launched.
page views
visitor sessions
website visitors
Outcome
As a result of the successful rebrand, Surface Technology underwent an immediate surge in marketing led sales enquiries. Within the first month of launch the rebranded company experienced a 52% increase in marketing activity generated sales leads over the previous month.
The new brand successfully unified a fragmented collection of weak brands, being positively received by customers and employees across all international sites.
The success of the two new websites provided excellent results – despite launching in the usually quiet summer month of August, statistics for the new UK website during the first month online compared to the previous month showed:
