When our client, a manufacturer and service provider to the energy sector, acquired a competitor known for engineering-led solutions, the resulting integration created an opportunity to redefine the brand’s value in the market and relaunch a unified digital presence. From messaging development to full-site UX design and creative development, PlatinumBlack helped the company introduce an elevated value proposition, a more deeply differentiated brand position, and a modern website to support its next chapter of growth.
“This was an accelerated, high-stakes project that brought clarity to our brand post-acquisition. PlatinumBlack helped us quickly establish a stronger brand in the market by aligning our messaging and building a digital presence that truly reflects the scale and precision of what we do. The new website and messaging not only better reflect the strength of our integrated capabilities, but also have helped our newly combined team better understand and clearly articulate our full value to the market.” — VP of Marketing, Downhole Services Company
After acquiring an engineering-led competitor, an energy tool manufacturer and service provider engaged PlatinumBlack to unify its brand, sharpen its value proposition, and relaunch its website to support post-merger growth.
The engagement began with market research and a post-acquisition marketing strategy. Before turning our attention to the website, we worked with internal stakeholders to revisit the company’s positioning and messaging following the acquisition. The goal was to elevate—not dilute—what made both brands successful: a reputation of reliability and responsiveness now enhanced by the innovation and technical precision of the acquired company.
This phase included a full audit of existing messaging and brand materials across both companies, along with competitor analysis to understand how others in the category were communicating value. The outcome was a clearly articulated value proposition that positioned the company as a leading, innovative provider of fit-for-purpose drilling solutions engineered to deliver more uptime, less risk, and better financial returns.
With a strong strategic foundation in place, we turned our attention to the company’s digital front door: its website. The acquisition had left behind a fragmented digital presence: two separate websites, overlapping product lines, and inconsistent messaging. We began with a full content and performance audit of both sites, analyzing engagement data, UX flow, and page structure to understand what was working and what wasn’t.
This analysis informed the design of a new site architecture that simplified navigation, elevated high-performing content, and introduced a filterable tool catalog to support discoverability across a broad rental fleet. The sitemap and UX strategy were built to serve multiple audiences simultaneously: technical buyers seeking fast access to tool specs and services, procurement leads needing vendor clarity, and job seekers exploring culture and careers. Throughout, the goal was to make the website more than a product list. It had to become a true platform for lead generation, brand storytelling, and sales enablement.
Once the site architecture was approved, our strategy, marketing, and creative teams moved quickly to develop full-page manuscripts, messaging frameworks, and content structures for each major section of the site. These weren’t just copywriting exercises; they were carefully constructed layouts to reflect the priorities and pressures of the company’s buyers, with a focus on values-focused vs. product-focused messaging.
From there, our design team translated the manuscripts and content strategy into a cohesive digital system: modern, mobile-first layouts that reinforced the brand’s credibility while highlighting its technical depth and geographic scale. The result was a scalable content platform that reinforced the company’s ability to deliver everywhere it operates—across every basin, every tool type, and every type of job. Our development team then brought the site to life, ensuring performance, speed, and mobile responsiveness were built in from day one. The final site launched on time with unanimous internal support and strong early traction in market.
“In technical industries, growth demands strategy that’s informed, marketing that’s precisely targeted, and creative that’s commercially driven. Our experience in technical industries where precision matters was key to the success of this project. By embedding a cross-functional team across strategy, marketing, and creative, we operated as an extension of the client’s team and moved quickly to craft and deliver a high-performing site that communicated the client’s new, elevated unique value post-acquisition.” — Justin Chatigny, Chief Marketing Officer
While performance metrics are still early, the site has already become the anchor point for the company’s renewed marketing and business development efforts. It offers a central, cohesive destination for prospective customers, employees, and partners that clearly communicates who the company is today and what it uniquely delivers. More than just a website, it’s the foundation for a unified brand story—one built to scale.
