Micronizer

First developed in 1934 after Norwood H. Andrews received patent approval, the Micronizer name quickly became the brand name for fluid energy jet mills. It gained wide commercial acceptance because other attrition mills couldn’t attain the low micron sizes that the Micronizer could reach.

The brand’s history was a key factor in developing the site’s strategy. We needed to showcase Sturtevant’s expertise and highlight the prominence the Micronizer (rightfully so) demanded given its history.

During initial brainstorms, excitement from the Micronizer product team was contagious. It was here that the Micronizer took on a life of its own as this extremely precise, massive, impactful machine. Ultimately, it led to the brand that encompasses:

• All-knowing impression
• Immense expertise
• Vision of tremendous power

First, we applied the market and customer-centric approach to the site architecture by consolidating core industries and strategically choosing words to use for those industries.

Designs exhibit legendary performance by alternating vivid imagery with clean, precise engineered drawings and a contrasting color palette. Overall, this site proves that it’s worth the investment to have unique, impactful photography.

We carried out the brand attributes throughout the website with descriptive messaging like trust, legendary, results, performance. Then, we developed content that incorporated their brand messaging to showcase their differentiators that resonate with customers. One outcome was “Guaranteed Results” as this is unheard of in the B2B Manufacturing industry. Nobody else offers this and it wasn’t anywhere on their previous site. Given their confidence in quality, we put this statement right on their homepage.

In B2B marketing, social proof is important. People want to hear what others say about you, not what you say about yourself. We leveraged social proof to reiterate the corporate attributes, subtly reinforcing their brand position.