Hengelhoef Concrete Joints is a company with a strong focus on product development. While they had revolutionized the expansion joint industry twice it was still hard to explain the true unique selling points. 

Together with the HCJ team we created a whole new storyline from market trends towards the needs of customers and how the HCJ solution solves these challenges. The focus was making a complex product understandable for non-engineers.  

The result is a clear positioning of the HCJ solution compared to competitors, truly focusing on the added value. The brochure and presentation is launched in combination with a new website to fully support the commercial partners around the world.