What was missing was a story....
Sometimes the greatest opportunity is already on the table. You just have to learn to see it and name it. At Global Metal Design, that happened with Proterium®, an industrial metallization that is demonstrably stronger and more durable than existing solutions. The product was already working. What was missing was a story that showed the difference sharply and convincingly.
Too good to be true
“A unique product with strong advantages seems easy to market. The reality is the opposite. Objections aplenty: unknown, no references, too good to be true. Fresh Forward helped us with focus and positioning. Thanks to analysis, structure and an emphasis on boldness, we now have a solid foundation. Our next step is converting the content to communication.” - Freek van Hulst, management at Global Metal Design
Urgency brought
essence to top
Together we searched for the story that was already present under the surface. Everything was already hidden in conversations, insights and experiences. What was missing were choices, focus and a clear sequence. Based on both urgency and ambition, we brought the essence to the surface. What does this product mean for the sector? What change can it set in motion? And why do the people behind Proterium® themselves believe in it so strongly?
Driving movement in industry
That search led to a clear positioning story. Human, sharp and guiding. A story that makes the difference of Proterium® tangible and shows which movement Global Metal Design wants to accelerate. The ambition is clear: an industry that wants to move forward to more sustainable and better solutions, at a time when that step is becoming increasingly urgent. It shows what becomes possible when you dare to renew existing rules of the game and make room for real progress.
Effect immediately felt in team
The effect was immediately felt in the team. Where previously Proterium® was seen mainly as a by-product, new pride and energy emerged. People recognized their own motivation in the story and started propagating the brand with conviction. At that moment it also became clear that Proterium® is much more than a technical product. It touches on a greater desire: to contribute to a more sustainable sector and society. Once that insight landed, the energy in the space changed.
About Global Metal Design
Global Metal Design is a metallization specialist based in Westervoort with a team of six people. With Proterium® they developed an innovative metallization that makes great strides in sustainability with functional simplicity.
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