Fondag Aerospace branding – for Imerys
Imerys is a global mining and minerals company. The comms team asked us to support their Infrastructure colleagues to help launch a new product, Fondag Aerospace – a high-performance binder for rocket launch pads – at the SpaceCom trade show in the US.
We created a full suite of brand and communication assets. Building on the existing Fondag product range identity, we were asked to develop a brand for an exciting new product that would launch Imerys’ existing specialty binder product range into the aerospace market. The innovative product needed a brand that would reflect its high abrasion resistance in extreme temperatures and stand out among their competitors.
We designed a new Fondag Aerospace logo, adapting the original wordmark and crafting a custom space-inspired type treatment for “Aerospace” to reflect the industry and appeal to the audience. We developed multiple creative routes, with moodboards, colour palettes, typography options and mock-ups, to show how each concept would look in various applications.
Once refined, we applied the chosen visual identity across key launch materials: packaging design, a product folder and technical specification leaflet, a launch animation, trade show visuals, banners, email headers and even a sew-on badge!
We also designed event materials and a t-shirt for the launch. The branding helped set the product apart at SpaceCom and aligned with Imerys’ strategy to grow its presence in the US aerospace market as part of its specialty binders range.
Fondag Aerospace is a key new product for Imerys’ Infrastructure team. The product offers a 64 per cent increase in abrasion resistance at the extreme temperatures you’d expect under a launching rocket – 1000°C. Engineered specifically for the aerospace sector, it reduces the need for repairs between launches and helps minimise downtime.
Editorially, we supported the comms team with internal and external articles and website product page content, ensuring we presented the scientific and technical information in a way that would appeal to everyone from employees company-wide to the aerospace experts (potential customers) attending SpaceCom.
The client’s Infrastructure Technical Support Manager said after SpaceCom: “We have received compliment after compliment on the booth, patches and folders. We have had people come up and say they were so intrigued by the booth they had to ask what we do.”
Our client in Communications said: “The work you’ve done was hugely appreciated and very well received by visitors at the show. Thank you for all the support and creativity you brought into the branding, the video and the articles.”
