North Star Launches New Website for Jet-Hot

BURLINGTON, NC (October 20, 2011) - North Star Marketing, a full-service marketing and website development firm in Burlington, N.C., launched a new website for Jet-Hot, High Performance Coatings (Jet-Hot) on October 12.  

NSM provided consulting, brand standardization, website design, content writing, programming and content management system integration.  NSM also partnered with marketing consultant Geoff McCarty to re-brand the 30-year-old, recently consolidated company.  McCarty is a marketing vet with more than 23 years' experience in design, marketing and consulting across several markets, including automotive retail.

North Star designer Shawn Magee’s new logo highlighted three concepts developed in a series of focus groups: Performance, Protection, Polish. The focus groups, conducted by North Star Principal Andy Lynch, mined Jet-Hot employees, customers and leadership for perceptions, opinions, values or beliefs associated with the Jet-Hot name and company.  Open group discussions around the Jet-Hot brand unearthed key insights to the Jet-Hot value:  What are the core benefits of our product?  How do those core benefits affect who we are? 

With the look of the new Jet-Hot logo, Magee captured the three pillars of Jet-Hot coatings:  

> Performance -- The new Jet-Hot logo moves. The visual momentum of the swoosh graphic and the right-leaning company name fits the end product: Jet-Hot coatings reduce friction on motor components and increase engine performance. It also demonstrates that Jet-Hot is moving forward as a business, growing in aftermarket demands and commercial applications.

> Protection -- The logo font’s width supports an established and growing company whose products stand up to the test of time.  In fact, Jet-Hot coatings protect parts so well from heat and corrosion that they can even extend the life of neighboring components.

> Polish -- The sans serif font used in the Jet-Hot logo keeps the company image basic, modern and clean.  And for a company known for its “Jet-Hot shine,” a little polish on its image communicates Jet-Hot’s commitment to perfecting high-performing coatings that look good too.

Re-branding a company is a complex process, full of moving parts.  For Magee, the task of developing Jet-Hot’s visual voice came easily because of Geoff McCarty.  "The Jet-Hot branding process was well thought out and organized thanks to Geoff” said Magee. “We collaborated to produce a final logo that fit with the end product and appealed to the clientele of Jet-Hot.”

In addition to website development for Jet-Hot, North Star continues to provide a variety of services, including print collateral, the design and production of a truck wrap, and a series of three articles on Jet-Hot for IronWorks Magazine.

Based in Burlington, North Carolina, North Star Marketing is a full-service marketing strategy and creative services firm, providing branding, website development, print collateral design, advertising, public relations and online marketing to businesses, non-profits and schools. For more information about our integrated-communications services, please contact us at 336-229-6610.

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