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Updating a Website and Branding That’s Sixty Years Young

The Gist

Shrader Canada recently celebrated a big milestone – 60 years in business as a leader of chemical solutions. Since its start in 1955, the company has worked with major automotive OEMs and built a solid reputation as a trusted private label partner. In anticipation of attending AAPEX/SEMA, a major industry tradeshow being co-branded with their brand Titan Chemicals, the company was ready to upgrade its look with a new website and branding initiative.

The Challenge

To stand out in the B2B space, a space that is often crowded with dated websites and lacklustre visuals, Shrader knew they had to pop. A shiny, new “outside” could help to convey the power under their hood as they modernized within a mature industry by leveraging digital and data.

The Job

We brought in the design-driven team at PB+J to help bring to life the vision of a modern, sophisticated Shrader. From updating the company’s icon logo, to setting a powerful colour palette and brand guideline, to styling the look and feel of the site’s imagery, we were able to extract the essence of Shrader’s heritage and translate it into the digital age.

Bringing the power of digital to the internal team was also an important objective, so we built the site on the ever-user-friendly Squarespace platform. We were able to maximize core capabilities of design, SEO and mobile responsiveness while also simplifying life through an easy-to-use backend. With the ability to grow and evolve as the company needed more functionality, the site was primed for the next generation of change.



When Google updated its algorithm to factor mobile-friendliness as a key component in search rankings, stale B2B websites should have been shaking in their boots. But Shrader could rest easy with its slick new setup – mobile and tablet visits actually increased since launch, exceeding industry norms at up to 20% of monthly traffic. In fact, website visits overall have trended upward since launch with traffic gains upwards of 50%. Here’s a post about Squarespace’s mobile-preparedness.

Awwwards outlines the importance of designing your website with responsiveness in mind, and you can always scan your site through Google’s free tool to see how you stack up.

As the Shrader website launched in the fall of 2015 prior to the AAPEX/SEMA tradeshow in Las Vegas, NV, the company secured the sponsorship of the show’s keynote address with former Tesla exec, Louis Efron (Head of Global Employee Engagement). This branding opportunity provided major exposure for the company at such a hot industry gathering, and treated customers to front row seats at Efron’s inspiring talk. You can also check out what Shrader’s other brand, Titan Chemicals, got up to at AAPEX.

In Closing

Managing a brilliant redesign project was made possible with a great team and a great client. While updating the look and feel of a company may be terrifying or confusing to some, Shrader took on the makeover challenge with passion and determination. A well-planned, thoughtful approach to web design resulted in a site with stellar engagement metrics (page consumption, session duration, bounce rate) that is poised to grow into the company’s next milestone.


Sweet Words

  • Maya’s tenacity and commitment to the success of a plan is incredible. Running a successful company requires trusted, talented, authentic, passionate people, committed to doing whatever it takes to realize a vision. To find some of those traits in a person is common, to find them all is rare. Maya is that rare find. When it comes to marketing, it’s easy to get stuck in the weeds. Maya knew where to start and where to focus our time and resources so that we could execute a bold growth roadmap. She took the time to understand my company, our history, purpose, value, and values to craft the voice of our brands and create realistic marketing strategies. Above all else, I trust Maya deeply as a sounding board whose advice has never steered my wrong.

    Andrea President & CEO @ Shrader
  • Maya captures and develops a brand’s voice into strategic content, personalizing each approach for the brand itself, a key skill we look for at Horsefly. Her writing consistently hits the mark, making her an exceptionally reliable contributor. She is equal parts creative and methodical and manages her deliverables efficiently with the perspective of a seasoned account and project manager.

    Holly Davis
    Holly Davis Principal @ Horsefly Group
  • For a growing agency, it’s tough to find talented people who can reliably pinch hit and handle growing pains with equal amounts of grace and tenacity. Not having someone with strong skills can impact profitability and client happiness. Maya’s expertise in digital marketing is top notch and her strategy work is always exceptionally thoughtful and relevant. She is someone who puts her heart, gut, and mind into what she does, and is a pleasure to have on a team. She’s also an operations geek who thinks like a business owner and is able to effectively galvanize a team whenever she’s in a leadership role. Maya’s approach is invaluable. Maya is a trusted partner who not only puts up with our awful puns, but genuinely wins our hearts and confidence every time we work together.

    Kyle & Tom
    Kyle & Tom Co-Founders @ pb+j
  • Launching a basic e-commerce website is one thing. But launching an e-commerce site with intricate, customizable options is a task I wouldn’t trust just anyone with. Maya and her team brought my vision to life with an impeccable eye to the details of how I run my business. She understood exactly what I needed in helping me move from an Etsy shop to a fully integrated solution that my customers love. Maya thinks like an entrepreneur and makes things practical and uncomplicated while pouring tender loving care into her work.

    Sarah Owner @ Hansen Equestrian
  • Launching an established brand in a new geographic market has a whole set of challenges that not everyone can handle. Everything feels like it needs to get done all at once, but budgets are limited (and so is time). Working with someone who understands the need to prioritize is critical. Maya gave me confidence and ease because I knew she had my best interest in mind. Her genuine care and entrepreneurial spirit meant she treated the budgets like her own money, trying to be as economical and practical by prioritizing the “musts” over “nice to haves.” She kept me reined in with her calm, straight-forward style and I trust her advice completely. Having a consultant who can look at both the business side and the creative is a rare find.

    Gurpreet Principal @ Apalco Lifestyle Brands
  • As any business owner understands one must wear many hats. Marketing with all its components requires a high level of skill and consistency and we struggled to find the time and did not have the expertise to be effective. It can be overwhelming but working with Maya brought a sense of relief (and engagement with our content). There is a distinct difference between working with a writer and working with Maya. She felt as though she was truly part of our team and not an outside contractor. Her care to understand our business strategy and goals adds a valuable dimension that goes well above what a standard copywriter provides. Her genuine care and thoughtfulness make her a loyal, trusted collaborator I can count on.

    Glenda President @ Proforma SI
  • I had the pleasure of working with Maya on the Give a Latte Campaign in support of Autism Ontario. Maya spearheaded this extremely successful crowd-funding campaign utilizing her extensive strategic marketing skills and her social media prowess. Thanks to Maya’s project management skills, this campaign more than tripled its initial goal and will make a difference in the lives of adults living on the autism spectrum. I would highly recommend Maya for all things digital marketing! 

    Stephanie Marketing @ Autism Ontario
  • Passion, creativity, care, and genuine excitement for her work are all ways I would describe the experience of working with Maya. She has demonstrated a genuine interest for our business. A prime example of this is her leadership in creating an "Inspiration Folder" for us to brainstorm ideas and keep up with industry trends. Dedicated to excellence, Maya has always fostered an open and honest dialogue and provided well thought out advice to help us reach our goals. Always thinking outside the box, Maya's creative ideas and approach are refreshing. 

    Jeff President @ Lorpon Labels
  • Major projects like websites and communications changes require a lot of patience and persistence. Maya was a great asset to me during a major website redesign and re-branding (and all that entails); her dedication to capturing detail and building working relationships was what moved project status. She genuinely cares to make a difference and work collaboratively, and all her advice and feedback is transparent and thoughtful.

    Sam Vice President @ Jonas Software
  • Maya is a natural when it comes to providing her clients with valuable content that is tailored to their brand and crafted to provide the greatest results. Her attention to detail, poised personality and clear communication style makes her a true pleasure to work with. 

    Tania Marketing & Communications @ Venus Concept
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