CASE STUDY
BQC FOUNDRY WEBSITE
Boose Quality Castings turned to Marketing Options after splitting into two brands. They needed a distinct new brand identity and a modern website to replace their outdated, compromised site.
The Challenge
Boose Quality Castings approached Marketing Options during a pivotal transition. The company had recently split into two distinct brands and needed to clearly define its new identity as BQC Foundry. At the same time, their digital presence presented several challenges:
- An outdated website that no longer reflected their capabilities or expertise
- A non-responsive design that performed poorly across devices
- Broken navigation following a failed update by a previous agency
- An old redirect domain that had been hijacked by spyware
- Branding that leaned too heavily into an “in-your-face” patriotic color scheme
BQC needed a refined brand identity and a modern website that communicated volume capacity, innovation, quality, and expertise—without losing their American manufacturing roots.
The Solution
Marketing Options began with in-depth client and competitor research, evaluating BQC, peer aluminum foundries, and industry leaders. From this discovery phase, several branding pillars emerged:
- A patriotic look and feel that felt confident but not overwhelming
- A focus on volume, innovation, and quality as core differentiators
- A clear expression of expertise throughout the brand and website
We developed a moodscape to validate visual direction, audience alignment, and tone with the client. Once approved, we moved into logo exploration. Early concepts revealed the client’s interest in incorporating aluminum pouring into the brandmark—a challenge in itself, as aluminum lacks the dramatic red glow of molten iron. This led us toward a silver-forward, restrained, and industrial color palette.
After several exploratory concepts and three major rounds of refinement, we finalized a logo that successfully conveyed precision, scale, and craftsmanship. The client immediately connected with the result and was eager to move forward.
With branding established, we turned to the website. The new design replaced the outdated, non-functional site with a fully responsive experience that emphasized BQC’s production capacity, quality systems, and modern capabilities. Within two weeks, we delivered approved designs for the homepage and interior pages, followed by full development.
The Result
The new BQC Foundry website launched in November 2023 after approximately 45 days of development and content coordination. The final result delivered:
- A modern, responsive website built for performance across all devices
- Clear messaging around BQC’s volume capacity, innovation, and quality
- A refined patriotic aesthetic that feels confident and professional
- A cohesive brand identity aligned with BQC’s long-term vision
Since launch, BQC Foundry has remained a loyal Marketing Options client for over two years—continuing to build on the strong foundation established through this rebrand and website redesign.
Before
After
