Entering the untapped heat-shielding market with "Thermo Barrier." A "talk script" type B2B website and total branding to maximize the sales capabilities of trading companies.
Case Summary
Customer Name
Metaltech Iida Co., Ltd.
Project Details
Total branding for new business launch (logo design, business cards, company brochures, corporate website, recruitment website, photography, interviews & writing)
Purpose
Market development for the new business "Thermo Barrier," development of sales partners (trading companies, etc.), provision of sales tools, and systematization of recruitment of young people targeting those returning to the local area.
Situation
The company only had a partial introduction on its parent company's website and no independent website, and when Managing Director Kubota was put in charge of the new business "Thermo Barrier," there were no branding tools (logo or sales tools) that could persuade new customers or trading companies.
Production period
Approximately 5 months
Flow of cases
STEP
01 Problem (Before)
Customer's challenge
Metaltech Iida, based in Iida City, Nagano Prefecture, has built a solid track record over many years in the construction and construction management of outdoor work for large buildings (roofs, exterior walls, sashes, steel frames, metalwork, etc.). Leveraging this technical expertise, they were at a major turning point, launching a new business: the sales and installation of "Thermo Barrier," a high-purity aluminum heat-shielding sheet (a product that cuts 97% of radiant heat from the sun, dramatically lowering the temperature of factories and warehouses).
However, at the time, there was only a simple introductory page on the parent company's website, and the company had no independent website or brand recognition whatsoever.
Having effectively taken over the company and become the head of the Thermo Barrier business, Managing Director Kubota felt that in order to expand the new business, it was essential to first build the company's "brand" from scratch and have a powerful tool to appeal to the outside world. Furthermore, at that time, the company had only 4-5 employees in total, and in order to spread Thermo Barrier nationwide, it was necessary to increase the number of people, but they didn't even have the means to recruit, so they were starting from an extremely difficult starting line (their current position).
02 LH Method Strategy Development
Organize current status and challenges (Organize current status and challenges, and commit to realizing the vision)
Lionheart thoroughly engaged in dialogue using the "LH Method," which involves listening attentively to the thoughts and feelings of Managing Director Kubota.
Executive Director Kubota's ideal is not simply to sell products,"Our goal is to create a society where productivity and well-being can be enhanced by making factories throughout Japan comfortable and safe through ThermoBarrier, and by creating a comfortable working environment for the people who work there."This was a very ambitious vision. We formulated a total branding strategy to translate this passionate vision into a consistent visual message for the brand.
At the heart of our strategy is our unique sales approach in the B2B sector.
As the most important target for spreading ThermoBarrier to factories throughout Japan, we need not only direct factory operators, but also"A trading company (wholesaler) that sells products on your behalf."We defined it.
Instead of simply using the website as a catalog, we proposed and committed to designing it to function as a "talk script" (sales manual) that allows trading company representatives to provide a perfect product description simply by showing it to clients.
In terms of recruitment, we defined our target persona as "U-turners" and "second-career job seekers"—young people who have moved to major metropolitan areas such as Tokyo and Nagoya but wish to return to their hometowns and start anew. We decided to develop a "smartphone-optimized recruitment site" that is tailored to their U-turn behavior.
03 LH Solution Implementation Support
Solve the problem (Solve the problem with LH solution)
In line with their strategy, we provided consistent implementation support for everything from their logo, business cards, brochures, corporate website, mobile-friendly recruitment site, and recruitment pamphlets, all within a short production period of approximately five months.
- A logo design that embodies "a strong and passionate spirit."：
To visualize Executive Director Kubota's strong leadership and passion, we developed a new, symbolic, and sophisticated logo reminiscent of a monolith. This logo has been implemented across all touchpoints, including new business cards, envelopes, and brochures.
- Website design using a "talk script" format for trading companies：
To enable even sales representatives from trading companies without specialized knowledge to intuitively explain and present ThermoBarrier's overwhelming heat-shielding performance (97% radiant heat cut) and benefits of implementation, we designed and wrote content that includes technical introductions, case studies, and links to a free trial demo kit (a kit that allows users to actually touch and experience the heat-shielding effect).
- A recruitment site fully focused on smartphones for young people returning to their hometowns.：
Recognizing that recent graduates and young professionals inevitably use smartphones for their job search, we implemented a UI/UX design that prioritizes ease of viewing and application on smartphones, rather than a PC-first approach.
04 LH Method Execution Support
Continue to commit to achieving the vision (responding to changes in circumstances)
As a result of a complete and consistent rebranding, Metaltech Iida's new business has been experiencing rapid growth since delivery.
As a quantitative achievement, Thermo Barrier achieved outstanding results in terms of installation track record and market expansion among over 180 sales agents nationwide, and was recognized at the manufacturer's awards ceremony.Awarded a prize (3rd in the nation for area of construction)They achieved the remarkable feat of doing so. Furthermore, the website itself, which Lionheart created, was also highly praised, and the creative work co-created with the client received high external recognition.
Currently, Lionheart's marketing team continues to provide support, proactively managing SEO, AdWords (web advertising), and access analysis (utilizing B2B analysis tools such as Dokodoko JP). This has created a system that generates new inquiries for Thermo Barrier.
The managing director gave us the highest level of feedback, saying, "I really love the logo and the website, and they've been getting great reviews everywhere. I'm truly grateful." While facing the happy problem of "being too busy to allocate resources to recruitment" due to the rapid increase in sales, we continue to work alongside them as they move to the next stage.
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