Hycrete is a global expert in the world’s most important building material: concrete.

Hycrete manufactures environmentally friendly chemical additives that protect concrete from the long term effects of water and corrosion damage. Hycrete products simplify the construction process, minimize risk, and reduce cost for any project requiring concrete protection.

Using advanced technology, Hycrete makes concrete waterproof from the inside out, eliminating the headaches associated with outmoded protection products.

Based in the United States, Hycrete products have been a critical featured component in thousands of commercial and industrial construction projects around the world.

Despite being recognized as a leader in the concrete industry, Hycrete lacked a high powered public brand that was commensurate with the quality of their advanced solutions.

The Challenge
When Hycrete approached us with questions about leveraging brand as a tool for growth, they wanted their public persona to match the high quality of their products and services.

They had spent the last 20 years building a successful company on the effectiveness of their product and team alone, without the benefits of a compelling brand identity.

It was time to change that.

The Solution
The goal was to develop brand assets that resonated with their industry, represented quality and authority, and added value to their company — all with a creative feel that could truly wow their clients.

As a long-term outcome of their brand makeover, we wanted the name “Hycrete” to become synonymous with waterproof concrete, the way “Kleenex” is synonymous with tissue.

And we wanted to transform the subject of waterproof concrete from a boring specification to a critical necessity.

So we wiped the slate clean and created a completely new verbal and visual brand identity that will allow Hycrete to achieve those goals.

Because Hycrete needed to reach a very specific audience, we worked with their team to create a targeted new identity that resonated with their clients in the commercial construction industry.

Our intentional brand strategy process and target audience research resulted in just the right look and feel for their industry: strong, professional, and authoritative… yet creatively elegant.

The Result
As part of their complete makeover, Hycrete received a compelling new identity that is both beautiful and flexible.

A complete reinvention of their brand platform, we scraped all their existing assets and built from the ground up.

As a result, we developed a wide variety of assets that are individually impressive yet globally cohesive, solidifying their visual identity across platforms.

Project deliverables included new verbal identity, visual identity, brand collateral kit, brand video, and website.

The results are designed to communicate experienced professionalism and understated elegance, in a simple and highly effective format.