Encapsys – Matching Digital Presence and Capabilities

Strategy

Encapsys, a recent acquisition of Milliken & Company, is an innovation leader in the microencapsulation space with over 60 years of research and development expertise. With 115 patents (and counting), plus a myriad of partner success stories — including several Fortune 500 companies — their walls host many of today’s sharpest scientific minds.

With all of this success, Encapsys sought a partner to elevate their digital experience to the same level as their capabilities.

The Challenge

How do we give prospects and job seekers the same memorable and modern first impression on their computer or mobile device that they get walking through the doors of our facility?

Encapsys has an impressive facility and lab with the latest technology, but their website did not portray this to prospects. An outdated and user-unfriendly website greeted them, causing them to question if Encapsys had the capabilities to meet their needs. Even more, the careers page and online job application were cold and clunky — not the best first impression for promising science graduates or interns choosing a place to launch their career.

The Solution

To bridge the gap between the physical and digital experiences, we launched an end-to-end process to first understand Encapsys' brand and customers. The result was a comprehensive corporate identity and brand guide to inform copy, tone of voice and visuals.

Brand Strategy

Additionally, we created customer personas to ensure that digital communications were crafted to appeal to the ideal prospect. A secondary persona was developed for job seekers so that the website could be leveraged as a recruitment tool to showcase how Encapsys’ research and technological capabilities offer career development opportunities.

With the brand guide and personas laid as the foundation, we built an engaging website with the end user in mind. An easy-to-follow interface and captivating visuals provide a remarkable experience that is sure to impress.

The Result

By working together through our end-to-end process, Encapsys aligned their physical and digital experiences to attract prospects and job seekers.

The website became a shining example of the incredible research and technology that Encapsys provides, enabling them to step into their rightful place as the top-of-mind partner for microencapsulation.