Micronizer

The Micronizer, a Sturtevant, Inc. product, is a fluid energy jet mill that uses air, steam or gas to precisely reduce particle sizes of dry powders. It is utilized by more manufacturers around the globe than any other jet mill because they are reliable, have a long service life, customized for each application and produce guaranteed results.

Design Concepts

Quick Facts

Micronizer

The Micronizer, a Sturtevant, Inc. product, is a fluid energy jet mill that uses air, steam or gas to precisely reduce particle sizes of dry powders. It is utilized by more manufacturers around the globe than any other jet mill because they are reliable, have a long service life, customized for each application and produce guaranteed results.

Sturtevant Micronizer manufacturing web design.

Challenge

We worked with the Sturtevant team on the corporate website redesign 2 years prior kicking off this project for their product site, Micronizer.com.

They were in the process of shifting from an outdated product approach, affecting the marketing strategy that was traditionally focused primarily on the products. This transition meant that, moving forward, product lifecycle management would take a more targeted, customer-centric approach on markets rather than only the product. The Micronizer website needed to reflect that approach.

Strategy

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.

Sturtevant Micronizer man in helmet.

Notable Features

  • Material information request
  • Parallax scroll
From kick-off to launch our web site projects went smoothly thanks to their team. We had such a great experience with our first web site that we had emagine design a second website for our product.

Steve Marshall, Marketing Manager Sturtevant, Inc.