Updating a Family of Brands to Reflect Employee-Ownership & Cohesion

the project overview

DRM Industries and DRM Electrocoat are part of the DRM family of companies located in Central Wisconsin. DRM wanted to create cohesion across their family of businesses to refine the company brand across 4 companies, create two professional websites, develop cohesive messaging, and provide information about their newly formed Employee Stock Ownership Plan (ESOP).

The two websites needed to be similar but still distinct and serve as a resource for current and future customers to learn about each division’s capabilities. The sites would also be used as a recruitment and retention tool, driving awareness of employee-ownership and its benefits for DRM employees. 

WEBSITE PLATFORM
Webflow

SERVICES PROVIDED
Brand Identity 
Web Design
SEO
Copywriting

BUSINESS TYPE
B2B

INDUSTRY
Machining & Fabrication

the challenge

• Upgrade four brands, including logos, to build cohesion, create hierarchy, and showcase 100% employee ownership

• Modernize an outdated website in order to properly represent the company in its current state

• Address both internal audience (employees) and external audience (customers)

• Avoid the use of stock images to highlight actual employees

• Showcase their industrial work in an artistic way

• Add movement throughout each site to draw attention and boost visitor engagement

the solution

We opted for a streamlined site plan and a straight-forward navigation. From the Home page, visitors can quickly self-select their area of interest from the top menu bar - whether they are a customer or a potential employee. 

Current and future employees can learn more about the company ESOP plan via a dedicated ESOP page, linked in the navigation and footer. The ESOP pages themselves speak to the pride of ownership on a more ‘human’ level, while also explaining the practical benefits of being an employee-owned company.

Both DRM Industries and DRM Electrocoat wanted to highlight their own employees and equipment in images throughout the site. We partnered with a former photography client, Graham Images, to provide a shot list and technical direction to capture high-quality still photos that could be used for each site. Graham also published a Project Spotlight about his experience with DRM, check it out! We also used video and drone footage provided by the client to provide a more dynamic and interactive experience for visitors.

OUR THOUGHTS The images and videos on each site make the two DRM sites dynamic, engaging and very different from their competitors. These are not your run-of-the mill manufacturing company websites. Rather than static images, they show the skill and care with which the companies operate, providing both customers and job applicants a unique insight into the business, its employees, and how it operates.

Engaging and supporting employees and attracting new applicants was a driving force throughout this build. The DRM companies have a strong value statement, which features prominently throughout the copy and tone. 

We wanted to highlight the importance of their employee ownership by showcasing it strategically and holistically on the website. We did this by truly getting to know the DRM leadership and employees throughout the process so that their culture was captured in the website’s written content, layout, photography, and videography.

We are beyond thrilled with how the four brands and two websites turned out. The sites are polished and professional with a proud message about employee ownership.

Do you have one or more brands that you’d like represented cohesively? Or is your company employee-owned and want that reflected in your marketing? Reach out! We’d love to help!