Reinforcing Success in a B2B Construction Product
Cementing a Unique Brand Promise
When REGEN Fiber first approached Graphos Product, they had developed a revolutionary fiber reinforcement technology but were struggling to break through in a marketplace dominated by established players. Their innovative fibers, made from recycled wind turbines blades, promised to make concrete stronger, more durable, and faster to cure, but they needed more than great engineering to succeed in the notoriously conservative construction industry.
What began as a startup with visual branding that closely resembled its parent company has evolved into a distinct market disruptor commanding attention at the world’s largest construction trade shows and achieving top-of-search rankings for critical industry terms.
The Strategic Foundation
We began with our comprehensive Innovative Product Go-to-Market Roadmap™ process, diving deep into the construction materials marketplace to understand buyer motivations, decision-making processes, and competitive dynamics. Our research revealed that project timelines are everything in construction — any technology that could accelerate schedules while maintaining quality could find eager adopters.
The challenge was clear: REGEN Fiber needed to establish credibility in an industry where contractors, engineers, and project managers rely on proven methods. Technical specification sheets and industry credentials were essential, and trade shows remained the primary venue for serious product discovery and evaluation.
Complete Brand Transformation
We completely reimagined REGEN Fiber’s brand identity, creating a distinct visual presence that could stand confidently alongside industry giants, some of which are global brands with decades of earned authority.
The new branding emphasized innovation while maintaining the credibility essential in construction materials.
Through our proven brand name development process, we created the E-Flex product line — a name that immediately communicates both the engineering excellence and flexibility that defines REGEN Fiber’s solutions. We helped develop sophisticated product specification sheets that speak the language of engineers and project managers, presenting technical data in formats that facilitate easy comparison.
Professional Digital Impact
A particularly exciting component of the engagement was to write, design and develop the REGEN Fiber website, which showcases this innovative fiber technology with the credibility and professionalism essential in the construction materials industry.
The site serves as the digital foundation for REGEN Fiber’s market presence, presenting technical information, product specifications, case studies, news and company expertise in a format that resonates with engineers, contractors, and project decision-makers.
Commanding Trade Show Presence
REGEN Fiber needed to establish presence at the world’s largest construction industry events.
We designed and developed comprehensive trade show materials and displays for concrete industry events, including some of the world’s largest conferences for concrete, and asphalt paving, and composites. Our approach ensured REGEN Fiber could compete visually and professionally with established industry leaders, generating meaningful conversations and qualified leads.
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Content Strategy That Delivers
We developed and executed a content strategy featuring regular branded blog posts that establish REGEN Fiber as a thought leader while capturing search traffic for critical industry terms. Our efforts (in collaboration with some truly brilliant partners) have achieved top-of-page rankings for key search terms and top-of-search results for competitive industry keywords across multiple market segments.
We’ve also collaborated on video projects that leverage strong visual branding to tell the REGEN Fiber story compellingly, making technical concepts accessible while maintaining professional credibility.
Strategic Market Expansion
One of our most successful initiatives identified data centers as a high-value target market.
Our research revealed that REGEN Fiber’s technology could provide multiple benefits: faster curing times saving valuable days on tight construction schedules, enhanced durability for infrastructure that must operate continuously, and superior performance meeting the exacting standards of mission-critical facilities.
REGEN Fiber
Ongoing Partnership Success
Rather than working in isolation, we established a weekly collaboration rhythm with the REGEN Fiber team. These strategic sessions allow us to evaluate emerging opportunities in real-time, collaborate with industry partners to expand market reach, and identify new market segments.
The results really do speak for themselves:
distinct visual identity commanding attention at major industry events, clear differentiation from competitors, top search rankings for critical industry terms, and successful entry into new vertical markets like data centers. REGEN Fiber now has the credibility, visibility and growing authority to compete alongside established players in the construction materials industry.
