Wolfmet is a brand of M&I Materials, an international industrial manufacturing company headquartered in the UK with offices in the USA, India, China and UAE.

Serving more than 60 countries across the globe, Wolfmet’s technical experts support customers across a range of scientific and industrial sectors.

The Wolfmet brand has more than 40 years’ heritage in tungsten alloy. With a wealth of knowledge, Wolfmet wanted to highlight its expert advice and excellent customer service. To relaunch the brand, a clear, compelling concept and campaign were needed, that would appeal to its target audience, help it stand out from its competitors and position Wolfmet as a leader in tungsten alloy.

Following a strategic review of the current Wolfmet positioning in the marketplace, it was determined that its customers were looking for a materials expert, rather than an industry/sector expert. They wanted support in maximising competitiveness, performance and safety in their target markets. This insight powered the rebrand and resulting ‘excellence in tungsten’ strapline.

BDB developed a new logo and creative style for Wolfmet that would rejuvenate the brand and refocus on its core markets. The logo represents its values and capabilities by visually creating a connection with the original thinking behind the Wolfmet name – a combination of the chemical element ‘wolfram’ and ‘metal’. This fresh concept then prompted a tactical campaign that would further highlight its expertise.

The revitalised brand and digital proposition had an immediate effect on interaction with the Wolfmet brand online from key customers and prospects.

Year on year data showed

• 29% increase in number of pages per session
• 42% increase in length of time spent on a page

As well as 246 product brochures were downloaded within a month of launching the new site coupled with a 160% increase in form submissions