Strategy
With over 60 off-the-shelf water-based formulations, and the possibilities for endless tailored adaptations, Aquaspersions is a company that knows its chemistry - and how it can be applied to real-world solutions.
Engaging with existing customers and attracting new ones meant that we needed to convey their complex lineup of products in a way that made it easy for formulators and manufacturers to understand.
So we mapped out a blueprint design with an easy-to-navigate web architecture that would show both the range of formulations, and the end-user market applications, coupled with key sections on innovation and sustainability - two key areas which also form an essential part of their marketing messaging.
Solution
Rather than convey water in its state of flow, we stepped back a bit (from macro to micro) to depict the role of water at a more molecular H20 level. This reframed their work within the context of formulations and chemistry, rather than simplifying the proposition with images of water.
We also wanted to convey the ambition behind their work, make the connection between their products, and the impacts they have on all of us, and not least of all the planet.
Without green-washing the sustainability side of what they do, it was important to position them as a company ambitious about innovation in this area, because its customers are equally ambitious about the integrity of their products too.
So we developed their current strapline to reflect a stronger intention and purpose, one that answers the inevitable “so what?” question.
Solution
In terms of overall design, we took cues from the worlds of chemistry and pharmaceuticals to give the site, and particularly the depiction of their product formulations, a pared down, clinical look, both through choice of typefaces and the use of white. Apart from creating visual clarity, this also makes the site both simple to navigate and easy to unpack significant amounts of product data.
Customers need to understand, at a glance, the features and benefits of both the company’s headline brand technologies, as well as the more granular detail around the specific formulations within each product category - so we simplified this through both page design and layout, and straightforward copy.
More generally, the wider tone of voice of the copy balances conversational informality with a respect for the expert audience that it is predominantly targeted at.
Visually, in addition to the clean and simple ‘lab coat’ colour palette of the site, video graphics of formulations help reinforce the chemical expertise at the root of the business.
Impact
Prior to the completion of their website, we’d already embarked on a social media campaign that started to show how Aquaspersions is (genuinely) innovating dispersions for an ambitious world.
Through this, we’ve already helped them tell important stories about how their formulations do amazing things - like make PPE gloves stronger and more resilient, how their crosslinkers bring added adhesion to glue, and how their biopolymers help food wrappers biodegrade.
The new website will form the centrepiece to a wider marketing and communications strategy that will continue to convey the ambition and energy around their products, and in doing so, position the business as one driven by tireless innovation to resolve the performance and sustainability challenges of its customers.
