Differentiate two business units with distinct audiences and offers.
Industrial manufacturing
Two commercial verticals, B2B positioning and digital infrastructure for regional expansion.
Case study: Cmex. Strategy, design and implementation connected around one business objective.
Context
The starting point
CMEX had deep experience in packaging solutions and was opening a new engineering, automation and controls division. The challenge was larger than building two websites: the company needed to organize and communicate its evolution.
The challenge
What needed to change.
Translate technical capabilities into clear commercial messages.
Create a digital presence aligned with the company’s technical level.
Prepare expansion across Mexico, Central America and the Caribbean.
Our role
We connected strategy, experience and implementation.
Brand architecture
We defined how to present two different verticals without fragmenting the CMEX brand.
B2B positioning
We translated technical capabilities into clear messages for industrial decision makers.
Two specialized websites
We developed specialized websites for each vertical, designed to generate opportunities.
Commercial system foundation
We built the foundation connecting marketing, follow-up and regional prospecting.
What we built
Assets designed to work together.
The result was not a disconnected set of deliverables, but a foundation that connects positioning, experience and commercial growth.
- 01Structure and messaging for CMEX Packaging Solutions.
- 02A new Engineering, Automation and Controls vertical.
- 03Service and industry architecture.
- 04A foundation for prospecting, follow-up and regional expansion.
Transformation
Before and after the system.
- Limited digital presence to communicate CMEX’s true scope.
- A new automation division without independent positioning.
- A technical offer that was difficult to communicate commercially.
- Commercial processes with limited digital infrastructure.
- Two clearly differentiated verticals.
- Clearer positioning for packaging and automation.
- Specialized digital infrastructure for each audience.
- A commercial foundation ready for regional growth.