As is the case with many Indian manufacturing and B2B companies, Vikram Resins had the capability to produce world-class resins; however, its identity and communication fell well short of expressing that capability. As a result, the company was often overlooked or not taken as seriously as it should have been, based purely on its web presence.
Vikram approached Lucid to address this shortcoming and rethink its entire presentation to the outside world. This required analysing and internalising the language of the commercial resins industry. Understanding how industrial products are presented, categorised, and ordered. Since most products appear visually similar, making their specifications clear, structured, and easy to understand was paramount.
We began with the identity, modernising a nearly 40-year-old legacy logo. The goal was to preserve its history while making it feel contemporary, confident, and vibrant within the industrial landscape.
Just as industrial products are built to precise specifications, we translated that same principle into a visual language of forms, colours, and symbols. A folder-inspired form, a stylised plus, and a progressive typeset introduced a sense of technical rigour and precision to the website.
In addition, we collaborated with our partners at Shotready to direct the video and photoshoot, significantly elevating the quality and perception of the imagery associated with both the team and the facility.
A major design contribution to the company’s operations was the development of a system that visualised its complex product codes. Each code contained numbers corresponding to specific attributes, such as base material, whether the product was pre-accelerated, or whether it was a resin or gelcoat. However, to customers, these codes were largely meaningless without careful study.
We transformed this system into a set of intuitive visual symbols, enabling users to understand a product’s key attributes at a glance and quickly determine whether it met the needs of their application.
By introducing multiple pathways for users to find the products they needed, we significantly enhanced the site’s functionality and overall capability. The impact was far-reaching: strengthening the company’s reach and credibility not only with its customers, but also in its ability to attract new talent.
