Rebranding a Leader in Refractory Manufacturing

PCO, a refractory materials manufacturer with over 100 years of history, chose Poligate for a major rebranding. The aim was to position the company as a global leader with large-scale production and a wide range of services. Working with SellWise, a sales and marketing consultancy, we revamped PCO's brand to match that objective.

■ Manufacturing | Branding, Web, Photography

Scope + Team

Strategy – SellWise 

Visual Identity – Poligate

Web Design – Poligate + Lunarsoft 

Photoshoot – Poligate + Kamil Blicharski (Q1)

Brand Implementation – Poligate

The Client

PCO is a global manufacturer of various refractory materials, producing both solid and powdered products in-house. They offer comprehensive client support, including product selection, implementation, and technical assistance. As a key player in the local economy, the company employs over 200 staff and funds multiple community initiatives.

The Challenge

01.

Business scale and ambitions are underrepresented in the brand across all touchpoints.

03.

Imprecise sales process, leaving current and new clients unaware of PCO's capabilities.

02.

Need to stand out among competitors with a strong and modern visual identity.

04.

Lack of online presence – website not up to current digital standards.

Approach

PCO fosters long-term client relationships and is a key local employer. The brand had to reflect both aspects, radiate approachable professionalism, and promote a modern, technically excellent global business. During strategy sessions, the team focused on optimizing sales processes and establishing a clear vision for the communication and visual identity.

Services provided by SellWise:

01. Mission, vision and values formulation

02. Brand strategy development

03. Buyer personas definition

04. Sales and marketing strategy

Solutions

"Cooperation with the client focused on remodeling sales processes and structures and implementing tailored marketing processes and activities. One of the elements of this change was also the visual aspect of the brand. Together with Poligate, we have created a great, complementary team. I was responsible for the brand strategy and its foundations, such as developing the Buyer Persona, value proposition, and marketing strategy.

Poligate and the team were responsible for the design part related to the comprehensive development and implementation of the new visual identification. I was also responsible for strategic supervision of all work results. It was a great collaboration, and the results are spectacular!"

Alicja Ortynecka | SellWise
Executive Sales & Marketing Consultant

Visual Identity

"The challenge in revamping PCO's visual identity was to evoke a modern look while staying rooted in the industrial and highly technical feel of the industry. We implemented Swiss Style layouts and typography, focusing on structuring information rather than creating flashy visuals."

Oskar Drobczyk | Poligate
Brand & Graphic Designer, Co-founder

Logo

A modern reinterpretation of the original, retains the fire symbol while introducing a more refined geometry. Placing it within a rectangle enhances its versatility in layout design.

Colors

Earthy tones in the color palette echo the materials used and products manufactured by PCO. The highlight color relates to the fire-forging and heat-treatment of products.

Type

Typography, featuring the contemporary sans serif Roobert by the Display Foundry, balances technical precision with human warmth.

Rulers

The system includes horizontal and vertical rulers to organize technical information effectively.

Web Development

"The website had to provide a robust set of tools for the client. We focused on implementing a comprehensive CMS for immediate content management and building an online hub for easy access to technical documentation for various stakeholders."

Marcin Lesek | LunarSoft
Software Development Partner

Brand Implementation

"Our team worked on applying the visual identity across various touchpoints, including printed, digital, and physical assets. We continue to support PCO in the process of brand implementation as it extends into 2024, addressing new challenges such as tradeshows and headquarters renovation."

Krystian Zgoda | Poligate
Brand & Graphic Designer, Co-founder

Photoshoot

"The client needed to visualize the manufacturing processes, facilities, and teams in various marketing and technical materials. We worked closely with them to prepare a detailed script for the photoshoot and delivered a comprehensive photo bank, including lifestyle and technical photos, as well as product packshots."