01/4/09
Phire Branding Company completes website for Adaptive Materials Inc.
Ann Arbor, Mich. – October 21, 2008 – Phire Branding Company, a full-service advertising agency headquartered in Ann Arbor, has completed an all new website for Adaptive Materials Inc (www.adaptivematerials.com).
Headquartered in Ann Arbor, Mich., Adaptive Materials creates portable solid oxide fuel cell systems that convert propane directly into electrical energy. By converting propane into true power on demand, Adaptive Materials has created a lightweight, portable and efficient solid oxide fuel cell system powered by an inexpensive and globally-available fuel source. The 25 to 250 watt fuel cell systems have wide application potential, from military forces, to emergency response, and even consumer leisure.
Adaptive Materials, an Inc. 5000 company, recently brought home the $500,000 second place award in the prestigious Department of Defense Research and Engineering’s Prize competition.
As the start of its work with Adaptive Materials, Phire Branding Company first conducted discovery and brand positioning work. This phase includes a brand audit, competitive analysis, setting a strong new foundation for the Adaptive Materials brand. Specific initiatives included brand core values, brand personality, as well as a tagline study.
Based on their findings, Phire Branding worked with Adaptive Materials to conceptualize and create a dynamic website to best communicate this new positioning. Following the initial branding, Phire collaborated with Adaptive Materials on a fully revamped corporate website, including development of website architecture, search optimization, site implementation, usability testing, and creation of an extensive content management system.
“Adaptive Materials represents the best of innovation and creativity.” said Jim Hume, Phire Principal. “We built a website that reflected their forward-thinking, challenge-us spirit.”
”As Adaptive Materials continues to evolve and expand, the company’s Web site becomes an increasingly valuable tool for reaching potential private and public sector customers,” said Michelle Crumm, chief business officer, Adaptive Materials. “Phire Branding Company created a Web site for Adaptive Materials that is a valuable resource in telling the company’s story, from product to market leadership.”
About Adaptive Materials, Inc.
Adaptive Materials, Inc. is the leader in portable power made from solid oxide fuel cell technology. At the forefront of portable power innovation, Adaptive Materials is the first company to develop, demonstrate and deliver a portable, affordable, and fuel flexible solid oxide fuel cell (SOFC) system uses lightweight, inexpensive and globally available propane as its fuel of choice. Adaptive Materials’ fuel cell system provides portable power to the United States Armed Forces and first responders as well as industries including recreational vehicles, boating, and medical devices. For more information, visit www.adaptivematerials.com.
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