Imatech is one of Australia’s leading solutions providers in industrial wear protection.

Offering educational tools and innovative products to the mining and minerals processing sector, the company required comprehensive brand and website strategy to improve user experience, drive sales and reinforce brand image.

Completing a brand and website restructuring project to reposition Imatech in the market, the goal was to improve the overall experience for internal staff and external consumers alike.

To deliver a bespoke user experience, understanding of Imatech’s audiences was essential.


Engaging the BEING Connection Strategy Model to determine core actions, our five-hour website workshop focused on unpacking Imatech’s relationship with its market, questioning audience segmentation, service offerings, decision-making practices, brand perception and key objectives.

Using the information provided by Imatech, we divided audiences into primary and secondary groups, identifying purchase decision-makers (procurement officers, asset managers) and end users (applicators, maintenance employees, engineers) as main targets. From there, BEING analysed decision-making processes, categorising the types of information that would be of most benefit to the user experience.


As Imatech is represented across a number of industries, the rebrand was developed to suit all sectors. Imatech’s overarching identity derives from the four Imatech balls, which represent the company’s key stakeholder groups. Amplified by supporting use of colour, these shapes take front and centre in applications.

Both the colour palette and the application of the palette are deliberately restrained, offering the brand a more corporate look and feel. Design is contemporary and playful, without losing the traditional sense of the company.


Proposing the implementation of specific content to acknowledge and answer the user’s need for information of value, website restructuring focuses on fulfilling demands of staff and visitors, offering an accessible global search bar, direct calls to action, a clearly structured menu, in-depth case studies, intuitive contact details, and easy access to technical specifications and details, amongst other features.

Placing greater focus on Imatech as a bespoke and custom solutions provider through an A to Z approach, website strategy, design and development meet the company’s objectives of generating greater sales, standing apart from competitors, and promoting innovative education and tools.

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Communications design uses breakout features, highlight colours and capitalised headings to evoke a sense of strength and stability. Consistent, dynamic and identifiable as Imatech, complementary materials are intended to enhance new brand recognition across all aspects.

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