The Simons Group: Simons Scoop - Creative Communications | Copywriting, Print & Web Design

The Simons Group helps new brand gain strong foothold

The problem: DSM Desotech, a global leader in the development of UV-curable materials, expanded its portfolio to add UVolve™ Instant Floor Coatings, a new brand that brings the benefits of UV-cure technology to today’s homes and businesses. UVolve had a lot to offer the marketplace, but no brand identity. DSM needed an agency that would not only give it a powerful look and feel, but would also have the ability to produce a variety of communications materials quickly and professionally.

The solution: The Simons Group is known for producing expertly written and skillfully designed materials on a moment’s notice — a quality that sets the firm apart from many other firms. Plus, the company’s experience building new brand identities using Web and print collateral provided a necessary edge. Ultimately, The Simons Group was able to create a series of effective communications materials and messaging in time for UVolve’s official launch, exceeding the client’s goals and expectations.

The story: With more than 40 years’ experience in UV-curable materials development, DSM knew it had a revolutionary offering on its hands when it developed a coating that could bring the best of UV technology — instant cure, high durability and environmental friendliness — to the concrete floor coatings market. UVolve stood out from traditional, competing floor-coating methods, and DSM wanted to make sure its brand presence reflected its innovative nature. The brand deserved a strong unveiling, a distinctive presence in the market and a look and feel that could evolve with the product.

The Simons Group responded to DSM’s time-sensitive needs by providing a comprehensive plan for creating the UVolve brand. The company’s writers and designers put their skills to work, starting where any new brand should: with a core message and a corresponding look. The copywriters focused on UVolve’s efficient, solvent-free curing process and instant drying time, while the designers chose a green and blue color palette to represent UVolve’s environmentally friendly process.

After laying the groundwork and establishing brand standards, The Simons Group created a distinctive logo that emphasized UVolve’s quick-drying benefit with subtle clock “hands,” as well as an easy-to-navigate UVolve website that provides a comprehensive resource for clients and prospects. Other elements included multiple sell sheets, trade show booth artwork and a direct mail piece for prospective customers. Additionally, The Simons Group scripted, shot and oversaw the production of a UVolve demonstration video that gives DSM’s prospective clients a firsthand look at the curing process from start to finish.

The Simons Group developed these brand-building materials in time for UVolve to make its official debut at the World of Concrete trade show in Las Vegas, a key venue for launching the brand. According to DSM’s marketing staff, the goal of the trade show was to attract companies interested in becoming authorized contractors for the UVolve product line. What followed was even better than they had imagined.

“Our presentation was so professional that many attendees thought UVolve was its own company — not simply a DSM brand,” says Kim Axiotis, communications manager at DSM. “More than 400 potential contractors responded, many telling us they were impressed at how we stood out from our competition. We were more than successful in finding the 10 qualified starting contractors we were looking for.”

The trade show proved to be a strong kickoff for a promising addition to the floor-coatings market, and it all began with the task of building a brand image quickly and professionally.

“The Simons Group has done an excellent job of developing the essence of UVolve’s value proposition into a brand image that resonates with our target audience,” says Axiotis. “Since the trade show, the sell sheets and website have helped us gain inroads to industry demonstration opportunities that are now materializing into our first sales.”

As UVolve continues to gain more authorized contractors, DSM would like to expand the brand’s visibility, and the company’s marketing department is confident they have found an agency that will assist them in taking the brand wherever they want to go, at whatever speed they want to travel.

For information on how The Simons Group can help your company with brand-building and supporting collateral, contact Lee Zoldan at lzoldan@thesimonsgroup.com.