Moving a 200-year-old global brand at the speed of a startup.
Nagase didn't put their account out for review. They moved it. When my account partner and I landed at a new agency, the client came with us — because they trusted the team, not the pitch deck. Six months later we had re-platformed Nagase.com on AEM, rewritten the content across every vertical, and shipped a global rebrand for a 200-year-old Japanese chemicals company.
A brand built for the screen.
The Nagase brand had good bones. Our job was to make it work in digital. We took the triangle pattern at the heart of the visual identity and pushed it further by expanding the color palette, introducing an outlined version, and building it into a system with real visual weight. Applied across a global site, it went from decorative to structural. A mark that could carry the brand at every scale.
Built once. Deployed twice.
I had already led the design system build for Prinova, Nagase's specialty ingredients subsidiary, at a previous agency. That meant that when Nagase came to us, we didn't need to start over. We applied the Nagase brand to that system and replatformed Nagase.com on AEM in six months. A 50-person team, five verticals, one shared foundation.
From product catalog to solutions provider.
Nagase didn't have a simple product story. They had decades of expertise across chemicals, materials, and functional ingredients — enough depth that any business could bring them a problem and walk away with a solution. Our job was to make that clear to visitors when they arrived. We rewrote the entire site around that idea. Every vertical, every solution page, every piece of content reframed from product catalog to problem-solving partner.
What changed.
Six months after launch, Nagase.com was outperforming B2B industry benchmarks without a launch campaign or a dollar of paid traffic. 6 pages per visit. 15-minute average sessions. When the average B2B site sees 2 pages per session, those numbers mean people arrived, found what they were looking for, and stayed.
6pps
Average pages per session
15min
Average session time
The best pitch is the work you’ve already done.
Nagase didn't go to market for this work. They didn't need to. The relationship that brought them to us was built on work we'd already done — a team they trusted, a system we'd already proven, a site that performed on its own from day one.
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