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SUPPORTING A GLOBAL MANUFACTURER
THROUGH MARKET EXPANSION

We partnered with Microporous, a global battery separator manufacturer operating high up the supply chain, during a period of significant transition. The company operates in two divisions:

A lead-acid division with nearly 90 years of history

A lithium-ion division built to meet rapidly growing market demand

What began as support for the lithium-ion side evolved organically into a long-term Agency of Record relationship supporting the entire brand across both divisions and various initiatives.

Services
  • Brand/Marketing Research
  • Brand Strategy
  • Visual Identity
  • Verbal Identity
  • Marketing Strategy
  • Web Design/Development
  • Sales Enablement
  • Marketing Collateral
  • Advertising Campaigns
  • Social Media Management
  • Event Coordination

Problems

A BIG IDEA WITH
NO BRAND FOUNDATION

Microporous wasn’t starting from zero, but they also weren’t set up for what came next. At the time, they had:
  • A legacy website that didn’t reflect the lithium-ion business or its market position
  • A first-mover opportunity in lithium-ion without a digital presence to support it
  • A brand well known in lead-acid, but largely unknown in lithium-ion
  • Inconsistent look and feel across divisions and geographies
  • Fragmented brand management across the US and Europe teams.
  • Ongoing needs for PR, events, trade shows, and collateral without internal capacity
They didn’t need a one-off project. They needed a marketing partner that could move with them over time.

Solutions

We focused on
momentum first, then alignment

Website Refinement and Positioning
Rather than a full redesign, we restructured and refined the existing website. This improved organization, clarity, and visual consistency to properly introduce the lithium-ion division while maintaining credibility with the legacy business.

Event, PR, and Launch Support
As Microporous secured funding for a new lithium-ion production facility, we supported promotion and execution for a major ribbon-cutting event, creating branded materials and coordinating visibility. We also designed assets for trade shows and supported promotion across social channels.

Ongoing Content and Collateral
We developed a content strategy and began managing social media. Along the way, we designed a range of brand and marketing materials, including:

  • Company presentations
  • Brochures
  • Trade show assets
  • A logo for a new lithium-ion product


Brand Refinement and Consistency
Through secondary market research, we refined positioning and updated brand guidelines to support consistency across both divisions, ensuring future materials remain aligned at the top level.

Outcome

A POWERFUL LAUNCH
WITH REAL TRACTION

The work strengthened the brand across every touchpoint.

  • A website that clearly represents both divisions and their roles in the market
  • Improved consistency across internal and external materials
  • More effective presentations and collateral with stronger first impressions
  • Embedded marketing support available as new initiatives arise
  • A successful lithium-ion launch supported by cohesive messaging and execution

Microporous now operates with a marketing foundation that matches the scale and complexity of its business, while remaining flexible enough to evolve as the market does.

Key Takeaway
For companies this high up the supply chain, marketing isn’t about volume. It’s about clarity, credibility, and consistency over time.

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