Inside The Project
Bryce Security Fastener™
Security Fastener Manufacturer
The Challenge
It's not just any screw, it's unique.
But who knew?
The dilemma was clear...
Bryce Fastener's innovative screws appeared ordinary, making their uniqueness hard to communicate.
Despite their revolutionary design, differentiating them in a market flooded with standard security fasteners was a hurdle.
The Solution
Elevate the brand’s fasteners as unparalleled in security:
- Position as manufacturer of “The World's Most Secure Fasteners.”
- Expose other “security fasteners” as inferior.
- Showcase the robustness and ingenuity of American craftsmanship.
- Highlight the cost-effectiveness of their products against theft and liability to justify the premium price.
Our Approach for Bryce Fastener:
To redefine their market presence and elevate the product line, we employed these key tactics:
- Brand Positioning & Strategy
- Logo Design Package
- Marketing Tagline Development
- Tradeshow Display Design
- Print Marketing Materials
- Product Videos
- Copywriting
- Personnel Photography
- Product Photography
- 3D Product Rendering
- Website Design & Development
- Custom Website Functionality and Programming
- SEO - Search Engine Optimization
- PPC Advertising
The Results
We dramatically transformed the business, yielding these key results:
- Lead Generation Transformation: Shifted from an outside sales focus to nearly 100% of new leads being generated through the website.
- Sales Surge with Leaner Team: Significantly boosted sales volume while lowering staffing overhead.
- Manufacturing Tripled: Expanded facilities leading to a 3X increase in production capacity.
- Quality Leads: Attracted higher quality leads directly from the website.
- Distinctive Product Positioning: Set Bryce products apart from standard security fasteners.
- Premium Brand Perception: Established a premium brand identity, enabling higher pricing without customer resistance.
- Dominated Google Searches: Achieved top search results for key terms, effectively conveying the new brand promise, voice, and personality to potential customers, cementing Bryce's leadership in the industry.
EXPLAINING A MISUNDERSTOOD PRODUCT
A bolt that is actually a lock.
Anyone can purchase standard security screws and their matching bits at hardware stores worldwide. That’s the problem. If something is commonly available to the general public, it no longer provides real security. For example, if everyone has the key to the same lock, how secure is that lock?
So, what was being misunderstood? At first glance Bryce products look like all other security screws. Their one-of-a-kind-fastener story needed to be told in a way that was quick to understand.
We realized bold statements and detailed images were necessary for customers to recognize their uniqueness at a glance.
CONFIDENT & BOLD POSITIONING
The World's Most Secure Fasteners™
We positioned Bryce as the manufacturer of “The World’s Most Secure Fasteners.”
Recognizing that no other brand could honestly make such a statement, we confidently claimed it.
We also modified the Name & Logo from Bryce Fastener to Bryce Security Fastener to better
reflect their products and market position.
3D MODELING - A VIRTUAL PHOTO SHOOT
No photos.
We rendered everything.
For years we have photographed fasteners for Bryce. As an innovator, Bryce continually develops new products, coatings, and features. This requires new photos and extensive retouching at considerable expense. Photo shoots require a lot of setup and they all have limitations (location, lighting, positioning, condition of subject, personnel, timing, cameras, etc.). And photographing extremely small items adds yet another level of complexity.
Developing 3D models and realistic material finishes allowed us to create product images in limitless positions, lighting, materials, coatings, backgrounds, and environments. The final rendered images are higher quality than traditional photographs as well.
MATERIAL MATTERS
Photorealistic Finish
We created numerous digital material finishes and textures to perfectly mimic Bryce products.
Perfectly Consistent
Final Renderings
POINTING OUT FEATURES
Putting our work
to work.
Here is the final rendering in use. By presenting each item the from the same angle, we can point out the uniqueness of each product. This makes comparison shopping easy for the user.
MOBILE FRIENDLY & RESPONSIVE
Tell the same story
on all devices.
The standard breakpoints work for today’s devices, but what about tomorrow’s? Creating a fully-responsive experience means starting with fluid coding and custom crafting breakpoints as dictated by the content.
Not the other way around.
SEO & FEATURED SNIPPETS
A powerful tool for differentiation.
To show how “not” secure other so-called security screws are, we created a special page on the website. It exposes the problem with standard security screws and explains why Bryce products are superior.
We then marketed the page as a “featured snippet,” an SEO tactic which answers questions on Google like “What are the best security screws?” This page is now the number one search result for that and other terms such as “security screws,” beating out premier competitors like Home Depot and Amazon.
VISUAL PRESENTATION
Consistency equals confidence.
A business card does more than introduce a person.
It is the first impression of the brand
and begins the process of building trust and loyalty.
The custom approach to design is
carefully applied throughout the brand for a consistent punch.
As the saying goes, repetition is reputation.
Engineered for
Security
in Every Way
Feature for feature, there is simply no other fastener that can beat the security offered by KEY-REX®
Low-Profile Head Deters Tampering
The obvious tact to defeat a bolt or screw is to simply "grip it" and remove it. The sloped, low-profile Bryce button head shape repels tampering tools. Locking plier simply can't get a hold of the sidewall like other screws.
Meets all IFI specification. Order with confidence.
Protects Wellhead Christmas Trees
How it works
Protects Wellhead Christmas Trees
Protector Cap Seals the Deal
The extra hardness and holding power helps keep the inner protector nut clean from debris. The unique tri-pin keyway adds another layer of tamper protection.
