A Marketing agency for original equipment manufacturers

Dynacast International

Rebranding From the Inside Out

Highlighting Unique Expertise Builds a Better Brand


Challenge: Dynacast International, a global pioneer in manufacturing high-precision metal components, needed to refresh their brand to reach new customers and maintain connections with existing consumers.

When they asked Crafted to step in, we assessed their marketing efforts and determined that their brand didn’t effectively reflect their unique expertise and capabilities. Messaging lacked cohesion and consistency; their website was difficult to navigate and didn’t optimize search engine functionality.

Approach: Over a 12-month engagement, Crafted collaborated with Dynacast to overhaul and standardize their global brand marketing strategy.

  • Step One: Revamp brand foundation (strategy and identity) to inform all marketing initiatives moving forward.
  • Step Two: Redesign the website to include a robust knowledge center where in-house experts provide consumers with useful insights and information, and an interactive buyer tool to help customers choose the right metal for their project.
  • Step Three: Provide diverse sales collateral based on specific marketing goals and objectives that can be easily adapted for future marketing initiatives and assets.
  • Step Four: Leverage video and photography to show real people, doing real work, for better connections with prospective customers.

Results: With an initial focus on creating a true-to-self brand foundation, Crafted was able to align the look, feel and messaging of the company in an authentic way. The new Dynacast brand positioned the company as an innovative global leader, sent a consistent message across international markets, and highlighted their competitive advantages and unique capabilities.

In the first year after rebranding, Dynacast saw significant gains:

  • Business Growth — 13 million new customers
  • Organic Website Traffic — up 20% compared to the previous year
  • Session Duration — 55% increase
  • Page Views — 32% more

“The Crafted Workshop helped to uncover our truths and celebrate our differentiation. We are well-positioned with our new brand and website and look forward to leveraging our new look into continued success. We are thrilled with the outcome.”

– Nina Snelling, Vice President of Marketing, Dynacast International

Dynacast Brand Page Image 1000x500 Photo



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