Brand Transformation & Relaunch

Client: Mueller Coatings (Formally Mueller Corporation)

Objective

To modernize and reposition Mueller Coatings (formerly Mueller Corporation) as the preferred coating provider in highly competitive industries, such as medical and aerospace. The rebrand coincided with the company’s 70th anniversary, aiming to honor its legacy while positioning it for long-term growth. The rebrand launch has coincided with a time of cross-industry volatility, with significant client-side project freezes and budget tightening.

Strategy

The strategy balanced emotional brand storytelling with data-driven insight. It included customer perception research, full brand identity development, digital infrastructure overhaul, and a coordinated public launch around the company’s milestone year.

While Mueller had earned long-standing trust with major players like Johnson & Johnson, Raytheon, Procter & Gamble, Gillette, and New Balance, its digital presence and brand positioning did not reflect the innovation, quality, or precision that those partnerships demanded.

TRA’s role was to bridge that gap. To create a brand identity, digital experience, and growth foundation that aligned with the caliber of clients Mueller aimed to attract and retain.

Key Moves

• Led customer research to identify brand perception and service expectations.

• Evolved Mueller Corporation to Mueller Coatings to better align with its core strengths.

• Designed a new logo, brand identity, and messaging framework around precision, trust, and performance.

• Conducted an in-depth SEO audit and technical optimization to rebuild organic presence.

• Launched a fully redesigned, mobile-responsive website  and digital marketing material, integrated with HubSpot CRM.

• Coordinated internal rollout, press announcement, and 70th anniversary campaign to amplify visibility and internal alignment.

Results (Jan–July 2025 vs Jan–July 2024)

Despite economic instability and major customer spending freezes in major relevant industries:

• 93% increase in average session duration (now 3:36)

• 22% reduction in bounce rate (now 36.18%)

• 17% increase in new qualified leads

• Organic traffic is up +42%, with 690 relevant ranking keywords

• Direct sessions are up +35% and direct users up +42%, indicating stronger brand recall and increased direct engagement post-launch.

Brand Positioning Outcome

The rebrand firmly established Mueller Coatings as a modern, high-trust partner for critical coating applications. The new identity honors 70 years of family ownership while signaling to top-tier OEMs and manufacturers that Mueller is ready for complex, high-stakes projects. The digital infrastructure now supports measurable growth, data visibility, and campaign flexibility moving forward.

What I Learned

A brand transformation is most powerful when it aligns with internal change. By capitalizing on a legacy milestone, we redefined Mueller not just visually, but operationally. The success of this project reinforced how industry understanding, customer insight, and unified rollout execution can amplify long-term market impact.

Watch Our Rebrand and 70th Anniversary Announcement below ⬇️