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Nycote
Rebuilding the brand for a company whose coatings protect critical aerospace components — starting with the digital experience.
Rebuilding the brand for a company whose coatings protect critical aerospace components — starting with the digital experience.
Nycote has been protecting critical aerospace components for decades. Their coatings are specified by engineers who don't tolerate failure — which made the gap between their product and their brand presence all the more frustrating. The technology was world-class. The marketing wasn't keeping up.
Product catalog with integrated e-commerce
The engagement centered on a complete digital overhaul: a redesigned website with integrated e-commerce, restructured product catalog, and an information architecture built around how buyers actually evaluate coatings. It started with understanding the buyer — in this case, engineers and procurement teams making high-stakes decisions about materials that go into aircraft. That context shaped every decision, from how technical the copy should be to how the product line was organized on the site.
The result was a brand that reflected the precision of the product. A website that made it easier for global customers to find what they needed and buy it. A digital presence that could stand next to much larger competitors with much larger marketing budgets — and hold its own.
For a company whose customers build things that fly, looking the part matters.
Work completed in a previous role.