A Website That Wasn't Supercool
TSI Supercool had been in the game for a while. They knew their specialty lubricants back to front, had top notch credentials, and enjoyed strong relationships with many businesses in the industrial and automotive design world. They led—and still lead—the industry in designing, testing, and blending synthetic solutions. A trusted name, they delivered customized products to retailers and distributors around the world.
But they had one weakness—their website. With a smattering of pages that were old, unclear, and full of broken links, Supercool’s online presence wasn’t doing them, or their customers, any favors. Even with stellar products, splendid customer relationships and a strong reputation, a shoddy-looking website can threaten everything. At the end of the day, Supercool’s website wasn’t showcasing the company, its offerings, or its remarkable history. Even worse, new and existing customers couldn’t find the products they were looking for.
“Resound had integrity, and integrity alone distinguishes a lot of people in the world today. They did what they said they would do, and they were a pleasure to work with. Even though we all expect that, more often than not, companies don’t deliver on that. I would say that Resound delivered. The website is much more seamless for us in dealing with our customers and providing them the information they need than it used to be."
Industry-leading brands need industry-leading visuals
Before we left Florida, our Chief Creative Officer, Sam Pagel, had taken hundreds of photos of Supercool’s processes, Florida warehouse, team, and products, along with video footage showcasing their lab, facilities and product development.
We used these visual elements to show, not just tell, Supercool’s customers about why their products are different and better. It’s amazing what a few professional photos can do on a company’s website.
Capturing the Supercool lifeblood: Product Photography
Back home in Arizona, we got to work crafting and designing the brand new website. A big part of this (as you might expect on a website with over 700 products) was the product photography.
Supercool opted to ship us over 100 of their most popular products to take professional photos of the products and their packaging. These photos gave the entire web project (and their other marketing outlets) an instant upgrade, going from pixelated to hi-res and making sure even the most uniquely-colored products (like U/V dye) were accurately captured.
Trust (and show) the process
Supercool is very proud of their processes and we can understand why. With the ability to formulate, test, blend, and package their products all from inside their Florida facility, they have full control of the quality of their products. This is certainly a differentiator in their industry.
Thus, it was important for Supercool to show, not just tell, the world how their American-made products are crafted. After filming in and around their headquarters, we produced this award-winning video highlighting Supercool's unique abilities.
Award-Winning Video Production
The video above won a Davey Award in the category "General-Products & Services for Online Film & Video" which is judged by the Academy of Interactive and Visual Arts (AIVA).
It’s what the people want
While the end result—a brand new website displaying 781 products—was straightforward enough, the benefits were far-reaching. With a fresh, functional, and classy online presence that showed the world who they were, what they offered, and what made them unique, Supercool opened up their offerings to numerous businesses, linking up with more retailers and distributors in the automotive industry around the world.
It was a total transformation, with an online presence that Supercool’s own employees reacted to with cheers and applause (this really happened). But more to the point, the website did what any well-designed online presence should: it showed Supercool’s history, values and capabilities, while pointing interested people directly to the products they were looking for.
Getting this project to the finish took a lot of hard work, but our task was simple. We took Supercool’s branding, process and products and gave them the optics they deserve. With an aesthetically pleasing online presence and an extensive online catalogue, Veteran-owned Supercool is doing what it does best, supplying businesses and customers around the world with superior, customized lubricants and coolants.
And on our end, we’re happy with a job well done and a happy Supercool client.