CLEVELAND—Hallstar Co., a global manufacturer of specialty chemicals, debuted its new branding at the Rubber Division's International Elastomer Conference and Rubber Expo, held Oct. 13-15 in Cleveland.
The branding campaign consists of a responsive web design, trade show display, an updated logo and tagline.
The website (www.hallstar.com) officially went live Sept. 21, said Karin Wennerstrom, senior director of global marketing and strategy for Hallstar. The new branding was displayed for the first time at the show.
Although the branding recently went live, the change was a long time coming, she said.
“When launching a new website, we really wanted to get back down to the foundation and the fundamentals of our branding to see if ... what we were doing really made sense, if it resonated and people understood it,” Wennerstrom said.
Recognizing the company has become more global, Hallstar wanted a better way to reach out and show what makes it “unique and differentiated” as well as having a better market presence.
“I think it was a natural evolution of our business. I would say over the past five years or so, we've become increasingly global, and we realized that we really needed to do a better job of marketing ourselves and reaching our current and potential customers,” she said. One recent global initiative is the company's recent acquisition of Fortinbras, a specialty chemical manufacturer based in Sao Paulo. The purchase of Fortinbras increases Hallstar's presence in the fast growing emerging market of Brazil and greater Latin American region, the company said. Both companies share an expertise in ester chemistry.
Beyond expanding globally, creating a more user-friendly website was a big part of the company's evolution. The firm had not launched anything new on the website for awhile and realized with the heightened use of mobile phones and tablets, a change was necessary.
Hallstar has a smaller staff, Wennerstrom said, so it thought the best use of its resources would be to put it into a new branding campaign and website.