Breaking through a B2B market with bold vision

Like many B2B brands, Uvex Safety Products by Honeywell is in a position where the end user and the purchaser of the product is not the same person. With a wide range of industries the product serves, it’s important to develop a thorough and thoughtful understanding of our varied audience. To better achieve this, we created three unique personas: the decision maker, the enforcer and the wearer. From there, we were able to map customer purchase journeys while confirming that our messaging was relevant and targeted to each stage. This triad of personas furthered our understanding of future strategic work.

During our research we uncovered that, while Uvex Safety Products was an industry leader with a great legacy of performance and innovation, the marketplace had become crowded. To counteract this, we developed a strategic awareness campaign to disrupt the creative space, promoting their flagship Genesis product.

Each Spring and Fall, Uvex launches a new or refreshed product line. As we worked with the sales and marketing teams to understand their unique needs and devise strategies to overcome challenges, we flexed our creative muscles to produce an entirely new product launch toolkit. These assets included a print ad, sell sheet, brochure, banner ad, sales kit, landing page, video and custom photography. We sought to carve out a visually distinct space in a saturated marketplace—creating a brand story that was heartfelt while remaining honest, and relatable while being informative.

After a number of years in market, the Hydroshield product was suffering from stagnant sales. We needed to develop an elevated refresh of the campaign. Since the anti-fog coating is applied directly to the lens, it’s virtually invisible to the naked eye. Our campaign leaned into the technology and science behind the product—developing a new face of Hydroshield that couldn’t be missed.

Custom photography was instrumental to showcase, not only the product features, but also the product in use. In order to guarantee the marketing and sales teams would always have a robust library to choose from, we worked with all internal Uvex and Honeywell safety stakeholders to develop a multi-use, multi-product and multi-industry archive of photography. This process often included simulating environments, locations and scenarios. It was paramount that all industries, genders, races and products were represented equally in the final product portfolio.