The challenge
A regional cement brand was stuck in price wars. Wanted to move upmarket and tell engineers + contractors why they're worth 8% more.
All case studies
Construction & Infrastructure
Rebrand + dealer-engagement site for a regional cement major
Repositioned a price-fighter cement brand into a 'engineer-grade' premium tier — premium-grade sales mix grew 32%.
6 monthsClient: Regional cement brand · 4-state footprint
32%
Premium-grade sales mix
1,420 / mo
Dealer co-branded asset downloads
5 min 12 s
Engineer-explainer time-on-page
+14 pp
Brand-recall lift in target geo
The transformation
Before vs After
BeforeWhere they started
♡ 4 · ⤴ 0
♡ 5 · ⤴ 0
♡ 6 · ⤴ 0
- Stuck competing on price.
- Dealers had no premium marketing material.
- Engineers had no reason to specify the brand.
- Brand voice felt 1990s.
AfterWhere Sphyx took them
♡ 3200 · ⤴ 480
♡ 4300 · ⤴ 710
♡ 5400 · ⤴ 940
🧱
32%
- Premium tier reframed around test data.
- Dealer microsite with co-branded assets, downloadable.
- Engineer-facing content library specifies the why.
- Modern visual identity across all touchpoints.
Our approach
A sequential playbook — each step builds on the one before it.
1
Repositioning to 'engineer-grade' with test-data first.
2
Visual identity: technical, blueprint-inspired, less folksy.
3
Dealer microsite with co-branded marketing materials.
4
Content library: cement-grade explainers for engineers.
Outcomes
Premium-grade sales mix
32%
Dealer co-branded asset downloads
1,420 / mo
Engineer-explainer time-on-page
5 min 12 s
Brand-recall lift in target geo
+14 pp