In today’s competitive marketplace, a well-defined brand and a strategic marketing program can set a company apart, opening doors to new growth opportunities. At HEXNET, we had the opportunity to help Universal Preserv-A-Chem (UPI) make a bold statement and solidify its presence in the industry with a complete rebranding as UPI Global Ingredients.
From their humble beginning in 1960 located in Brooklyn, New York, the family-owned business continued to grow, moving to New Jersey and then relocating to an expanded 200,000-square-foot headquarters and distribution center in North Carolina. Over the years, UPI has evolved into a third-generation business. This project not only honored the company’s legacy but also positioned them as an innovative leader poised for the future.
A New Identity for a Growing Legacy
As UPI Global Ingredients, the new company name now carries a fresh, modern look that represents their commitment to quality, growth, and customer service. The rebranding effort included designing a comprehensive new logo that consisted of several key formats:
- The UPI Mark -
a strong, recognizable emblem.
- UPI Vertical Lockup with Taglines -
a version tailored for various marketing materials.
- Promotional Lockup with Website -
perfect for merchandise and promotional items, designed to bring traffic to UPI’s website.
Additionally, HEXNET delivered a brand style guide to ensure consistency across all communication touchpoints, helping UPI maintain a cohesive visual identity for signage, digital marketing, packaging, and apparel for personnel in the warehouse, back-office, and the lab. This guide covered everything from color palettes to font choices, providing UPI with a clear and unified brand presence.
Driving Lead Generation at Supply Side West
With the rebranding complete, HEXNET began strategizing a micro-campaign for the Supply Side West tradeshow in Las Vegas, a premier event for the ingredients and raw materials sector. We wanted UPI Global Ingredients to make a lasting impression, not only with their new look but by engaging with potential leads in a meaningful way.
To achieve this, we designed a two-sided postcard with a prominent MacBook giveaway to attract attention. The postcard highlighted UPI’s product offerings, but the primary hook was the chance to win a MacBook, incentivizing attendees to take action. The postcard featured a QR code that directed users to a custom landing page (https://ssw.upichem.com).
Engaging Visitors with a Custom Landing Page
The landing page was strategically crafted to showcase UPI’s offerings while capturing lead information. Upon scanning the QR code, visitors were brought to a custom-designed page that presented UPI’s company overview video. The video, positioned between the hero section and the entry form, provided an immersive view of UPI’s new headquarters and offered a snapshot of their capabilities. As the video played, a form appeared, asking if visitors would like to receive UPI’s inventory list. This brief but effective interaction encouraged visitors to enter their name and email, transforming passive viewers into active leads.
Looking Ahead: Building UPI’s New E-commerce Platform
The success of the rebranding and the Supply Side West campaign has laid the foundation for the next phase of UPI’s digital transformation. HEXNET is now building a new e-commerce platform for UPI Global Ingredients that will be integrated with their Sage X3 ERP system. This new platform is designed to serve both existing clients and prospective buyers, providing seamless access to UPI’s product catalog and enabling a range of customer interactions.
Here’s how the platform will operate:
- SEO-Optimized Product Pages -
HEXNET’s CMS will optimize each product page for search engines, using the latest SEO techniques powered by AI. This ensures that UPI’s products are easily discoverable by potential clients looking for bulk supply options and industry-specific chemical solutions. With over 20 years of SEO experience in the chemical industry, HEXNET understands the importance of attracting qualified leads and maximizing visibility for each product.
- Pack Size & Pricing Display for Registered Users -
Once users have created an account and logged in, they will gain access to a convenient table format that displays pack sizes and pricing. This feature is perfect for existing clients who want streamlined access to UPI’s offerings. For new visitors who are not yet registered, the platform will display a message encouraging them to create an account to view pricing, fostering a seamless onboarding experience.
With these dual functionalities, the new e-commerce platform will cater to both SEO-driven inbound traffic as well as existing clients seeking to purchase or re-order products,, making UPI’s website accessible in the ways that best suit each visitor’s journey.
Looking to 2025 and Beyond
UPI Global Ingredients is now equipped with a refreshed brand identity, a powerful lead capture strategy, and an advanced e-commerce platform on the horizon. HEXNET is proud to partner with UPI in their journey of growth and innovation, setting them up for a successful year ahead.
What do you have planned for 2025?
If you’re ready to elevate your digital presence and put growth-focused marketing initiatives in place, let’s talk. Schedule a strategy session with HEXNET and let’s create a roadmap for your success.
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