Becoming a company's whole marketing department

FullSulate makes a complex material-science product that works across two very different industries: building materials and oil-spill remediation. The team knew the technology deeply but had no standing in either target market, and the product was hard to explain in a sales conversation. Marketing had to earn credibility in both sectors and give sales something concrete to work with.

We ran research first, then built two distinct brands for the two industries under one parent brand. To write content as sharp as an insider could, we sat in on technical discussions and lab demonstrations until we understood the product well enough to speak about it credibly. Through a series of workshops we distilled the team's vision into strategic brand documents, revamped the branding, and set how each brand communicates. We kept marketing aligned with sales and business development week to week, so the messaging matched what each deal actually needed. Over time this became an expert-content engine that runs on little more than a short approval round from their side.