Inside The Project

Bryce Security Fastener

Security Fastener Manufacturer

Inside The Project

The Challenge

Bryce Key Rex

It's not just any screw, it's unique.
But who knew?
The dilemma was clear...

Bryce Fastener's innovative screws appeared ordinary, making their uniqueness hard to communicate.

Despite their revolutionary design, differentiating them in a market flooded with standard security fasteners was a hurdle.

The Solution

Elevate the brand’s fasteners as unparalleled in security:

  1. Position as manufacturer of “The World's Most Secure Fasteners.”
  2. Expose other “security fasteners” as inferior.
  3. Showcase the robustness and ingenuity of American craftsmanship.
  4. Highlight the cost-effectiveness of their products against theft and liability to justify the premium price.

Our Approach for Bryce Fastener:

To redefine their market presence and elevate the product line, we employed these key tactics:

  • Brand Positioning & Strategy
  • Logo Design Package
  • Marketing Tagline Development
  • Tradeshow Display Design
  • Print Marketing Materials
  • Product Videos
  • Copywriting
  • Personnel Photography
  • Product Photography
  • 3D Product Rendering
  • Website Design & Development
  • Custom Website Functionality and Programming
  • SEO - Search Engine Optimization
  • PPC Advertising

The Results

We dramatically transformed the business, yielding these key results:

  1. Lead Generation Transformation: Shifted from an outside sales focus to nearly 100% of new leads being generated through the website.
  2. Sales Surge with Leaner Team: Significantly boosted sales volume while lowering staffing overhead.
  3. Manufacturing Tripled: Expanded facilities leading to a 3X increase in production capacity.
  4. Quality Leads: Attracted higher quality leads directly from the website.
  5. Distinctive Product Positioning: Set Bryce products apart from standard security fasteners.
  6. Premium Brand Perception: Established a premium brand identity, enabling higher pricing without customer resistance.
  7. Dominated Google Searches: Achieved top search results for key terms, effectively conveying the new brand promise, voice, and personality to potential customers, cementing Bryce's leadership in the industry.

EXPLAINING A MISUNDERSTOOD PRODUCT

A bolt that is actually a lock.

Lock and Key

Anyone can purchase standard security screws and their matching bits at hardware stores worldwide. That’s the problem. If something is commonly available to the general public, it no longer provides real security. For example, if everyone has the key to the same lock, how secure is that lock?

So, what was being misunderstood? At first glance Bryce products look like all other security screws. Their one-of-a-kind-fastener story needed to be told in a way that was quick to understand.

We realized bold statements and detailed images were necessary for customers to recognize their uniqueness at a glance.

CONFIDENT & BOLD POSITIONING

The World's Most Secure Fasteners

We positioned Bryce as the manufacturer of “The World’s Most Secure Fasteners.”
Recognizing that no other brand could honestly make such a statement, we confidently claimed it.
We also modified the Name & Logo from Bryce Fastener to Bryce Security Fastener to better reflect their products and market position.

Confident and Bold Positioning
Old Bryce Fastener Logo
New Bryce Fastener Logo
New and Improved Bryce Logo

3D MODELING - A VIRTUAL PHOTO SHOOT

No photos.
We rendered everything.

For years we have photographed fasteners for Bryce. As an innovator, Bryce continually develops new products, coatings, and features. This requires new photos and extensive retouching at considerable expense. Photo shoots require a lot of setup and they all have limitations (location, lighting, positioning, condition of subject, personnel, timing, cameras, etc.). And photographing extremely small items adds yet another level of complexity.

Developing 3D models and realistic material finishes allowed us to create product images in limitless positions, lighting, materials, coatings, backgrounds, and environments. The final rendered images are higher quality than traditional photographs as well.

MATERIAL MATTERS

Photorealistic Finish

We created numerous digital material finishes and textures to perfectly mimic Bryce products.

Photorealistic Finish
Realistic Finish
Different Rendered Materials

Perfectly Consistent

Final Renderings

Stykfit7

POINTING OUT FEATURES

Putting our work
to work.

Here is the final rendering in use. By presenting each item the from the same angle, we can point out the uniqueness of each product. This makes comparison shopping easy for the user.

Bryce Fastener Website

MOBILE FRIENDLY & RESPONSIVE

Tell the same story
on all devices.

The standard breakpoints work for today’s devices, but what about tomorrow’s? Creating a fully-responsive experience means starting with fluid coding and custom crafting breakpoints as dictated by the content.
Not the other way around.

Responsive Site

SEO & FEATURED SNIPPETS

A powerful tool for differentiation.

To show how “not” secure other so-called security screws are, we created a special page on the website. It exposes the problem with standard security screws and explains why Bryce products are superior.

We then marketed the page as a “featured snippet,” an SEO tactic which answers questions on Google like “What are the best security screws?” This page is now the number one search result for that and other terms such as “security screws,” beating out premier competitors like Home Depot and Amazon.

Handwritten

VISUAL PRESENTATION

Consistency equals confidence.

A business card does more than introduce a person.
It is the first impression of the brand and begins the process of building trust and loyalty.
The custom approach to design is carefully applied throughout the brand for a consistent punch.
As the saying goes, repetition is reputation.

Bryce Business Card 1
Bryce Business Card 2
Bryce Fastener 1Bryce Fastener 2Bryce Fastener 3Bryce Fastener 4Bryce Fastener 5
Bryce Product Logo Designs Bryce Flag

Engineered for Security
in Every Way

Feature for feature, there is simply no other fastener that can beat the security offered by KEY-REX®

Bryce Button Head

Low-Profile Head Deters Tampering

The obvious tact to defeat a bolt or screw is to simply "grip it" and remove it. The sloped, low-profile Bryce button head shape repels tampering tools. Locking plier simply can't get a hold of the sidewall like other screws.

Meets all IFI specification. Order with confidence.

KEY-REX® ANTI-THEFT TECHNOLOGY PLUS STRUCTURAL INTEGRITY

Key-Rex® Wellhead Nut

Pipeline Anti-theft Protector Nut & Security Cap

Wellhead Nut
Wellhead Nut Assembly
pipeline and wellhead nut, anti-theft protector and security cap

Protects Wellhead Christmas Trees

How it works

High Res Exploded View

Protector Cap Seals the Deal

The extra hardness and holding power helps keep the inner protector nut clean from debris. The unique tri-pin keyway adds another layer of tamper protection.

Wellhead Nut Protector Cap

Max TorqueKey Rex by BryceKey Rex 3 Screws