Seal For Life
Fighting Corrosion with a leading brand.
Solutions
2025
Fighting Corrosion with a leading brand
Client
Seal For Life
Location
Groningen, Netherlands
Sector
Infrastructure
The Goal
When your client grows, so do their digital presence requirements – and with Seal For Life, global coatings provider, growing from 5 to 14 brands created a need for one, fresh, consistent tone of voice and a new platform that represented One Coatings Company as the market leader they are today. We started the process by looking closely at the data gained through years of managing and optimising Seal For Life’s old website.
The Challenge
Unifying Growth with a Strategic Digital Identity
We’ve already been working with SFL for years when it became evident that the growth of the company and their multiple sub-brand acquisitions are quickly creating a need for a new digital platform and an improved, more strategic tone of voice to represent the group better.
Increasing in size from 5 to 14 brands in a space of just a few years, Seal For Life had to consider its positioning in the Coatings Industry and how it wants to portray itself from both the group and separate brands perspective. Sustainability, innovation and protection all needed to come through, communicating one cohesive outlook for the future.
The Solution
Data-Driven Design for a Unified Brand Experience
Analysing search traffic, user behaviour and engagement metrics gave us insights into how the new platform needs to be structured. Internal strategy decisions aligned with what the data showed us – Seal For Life needed its own space focused on representing the identity of the group, communicating One Coatings Company ethos and reinforcing the overarching mission and values, strongly positioning the sub brands portfolio.
The new website needed an elevated visual expression system, something unique to the Seal For Life brand – that’s when our designers proposed to evolve the way the company’s offering is presented, developing an illustrative guide of SFL and its brands’ expertise. The new illustrations opened the way for more dynamic animations and designs, at the same time reinforcing the identity of the One Coatings Company.
Defining objectives
As Seal For Life expanded rapidly, our research focused on defining a unified digital presence that could clearly express the company’s evolution into a group of 14 distinct brands. We set out to ensure that users—from customers to partners—could understand both the collective strength of the group and the unique value of each sub-brand, while aligning the overall platform with the company’s values of sustainability, innovation, and protection.
Advantages
Through deep analysis of historical web data, search traffic, and user engagement, we identified how audiences interacted with the previous platform and where confusion or inefficiencies existed. These insights not only informed the structural layout of the new website but also validated the need for a more strategic, group-level narrative that could communicate the One Coatings Company ethos with clarity and confidence.
Be Brave
We introduced a completely new illustrative visual language that stepped away from conventional industry norms. This bold design move brought a fresh, creative edge to the brand while allowing for richer storytelling and more engaging digital interactions.
Be Human
The visual system we developed wasn’t just striking—it conveyed the values and mission behind the brand in a way that was approachable and clear. By simplifying complex offerings through illustration and animation, we made the brand more relatable and easier to understand for diverse audiences.
Be Agile
We worked in close alignment with Seal For Life’s internal strategy team, allowing the platform to evolve as insights from data and internal direction emerged. This iterative approach helped ensure the final solution was not only visually compelling but also strategically sound and future-focused.
Through strategy, innovation and creativity we take your brand on a journey of discovery and transformation that leave a lasting impression and drive behaviour.
Our brand projectsSince Fishtank started working with Seal For Life we have grown from 5 to 14 brands, and with that the requirements and workloads have grown. Fishtank have become a firm extension of the Marketing team helping to develop branding, create engaging graphics, unique adverts and most recently a brand new (and brilliant) website. What stands out though is not just their excellent work products, but the team themselves, and how easy it is to feel as though you are one of them when working together so much. It is a joy to work together.
Laura Hall
Senior Marketing & Communications Manager
In Numbers
Challenging thinking delivers results
Increase in organic search sessions
Keywords ranking on 1st page
User engagement events
