Our
clients!
Here are some of the brands we’ve had the privilege to collaborate with.
UPI Global Ingredients
UPI Global Ingredients
Year
2024
Year
2024
Type
Core Systems Implementation
Type
Core Systems Implementation
Timeframe
14 weeks
Timeframe
14 weeks
Overview
Overview
UPI Global Ingredients engaged HEXNET to reposition the company for its next phase of growth and visibility.
Formerly known as Universal Preserv-A-Chem, the organization had evolved significantly in scale, capability, and infrastructure, including the development of a flagship manufacturing and distribution facility outside Raleigh, North Carolina. The brand, however, no longer reflected the scope, professionalism, or ambition of the business.
The engagement began with an on-site kickoff in Mebane, North Carolina, where HEXNET met with the Ravitz family and leadership team to understand the company’s history, culture, and long-term vision. This was followed by a comprehensive video production capturing the people, facility, and operational depth behind the business.
From there, HEXNET led a full rebrand and systems build designed to unify identity, digital presence, and go-to-market execution.
UPI Global Ingredients engaged HEXNET to reposition the company for its next phase of growth and visibility.
Formerly known as Universal Preserv-A-Chem, the organization had evolved significantly in scale, capability, and infrastructure, including the development of a flagship manufacturing and distribution facility outside Raleigh, North Carolina. The brand, however, no longer reflected the scope, professionalism, or ambition of the business.
The engagement began with an on-site kickoff in Mebane, North Carolina, where HEXNET met with the Ravitz family and leadership team to understand the company’s history, culture, and long-term vision. This was followed by a comprehensive video production capturing the people, facility, and operational depth behind the business.
From there, HEXNET led a full rebrand and systems build designed to unify identity, digital presence, and go-to-market execution.
Challenge
Challenge
UPI’s challenge was not capability, it was coherence.
Key challenges included:
A legacy brand name that no longer aligned with the company’s global sourcing and growth strategy
Inconsistent visual identity across sales, marketing, and digital touchpoints
A large and complex product catalog that was difficult for buyers to navigate
Limited storytelling around the company’s people, values, and operational scale
Trade show and sales materials that lacked alignment with the company’s true market position
The risk was under-representing a highly capable organization at the exact moment it was investing heavily in growth.
UPI’s challenge was not capability, it was coherence.
Key challenges included:
A legacy brand name that no longer aligned with the company’s global sourcing and growth strategy
Inconsistent visual identity across sales, marketing, and digital touchpoints
A large and complex product catalog that was difficult for buyers to navigate
Limited storytelling around the company’s people, values, and operational scale
Trade show and sales materials that lacked alignment with the company’s true market position
The risk was under-representing a highly capable organization at the exact moment it was investing heavily in growth.
Approach
Approach
HEXNET approached the engagement as a complete systems transformation, not a cosmetic refresh.
Work began with immersive discovery and on-site production, including interviews with leadership and team members, facility walkthroughs, and visual documentation of operations. This ensured the brand was grounded in reality, not abstraction.
From there, HEXNET:
Rebranded Universal Preserv-A-Chem as UPI Global Ingredients, establishing a new name, logo system, and brand guidelines
Designed and launched a brand-introduction digital campaign timed to SupplySide West
Built a new website on HEXNET’s platform, supporting a 5,000+ product catalog structured for discovery, clarity, and long-term search visibility
Produced video assets throughout the site, including a corporate overview, partner-focused messaging, and recruiting content for the Careers section
Developed a new 10’ x 20’ LED backlit trade show display system aligned with the new brand
Created updated brochures and one-sheet materials across eight primary markets
Designed new business cards with QR-based digital profiles, connecting offline interactions directly to the website and broader digital campaign
Every element was designed to work together as a unified system across digital, sales, and in-person environments.
HEXNET approached the engagement as a complete systems transformation, not a cosmetic refresh.
Work began with immersive discovery and on-site production, including interviews with leadership and team members, facility walkthroughs, and visual documentation of operations. This ensured the brand was grounded in reality, not abstraction.
From there, HEXNET:
Rebranded Universal Preserv-A-Chem as UPI Global Ingredients, establishing a new name, logo system, and brand guidelines
Designed and launched a brand-introduction digital campaign timed to SupplySide West
Built a new website on HEXNET’s platform, supporting a 5,000+ product catalog structured for discovery, clarity, and long-term search visibility
Produced video assets throughout the site, including a corporate overview, partner-focused messaging, and recruiting content for the Careers section
Developed a new 10’ x 20’ LED backlit trade show display system aligned with the new brand
Created updated brochures and one-sheet materials across eight primary markets
Designed new business cards with QR-based digital profiles, connecting offline interactions directly to the website and broader digital campaign
Every element was designed to work together as a unified system across digital, sales, and in-person environments.
Results
Results
UPI emerged with a cohesive brand and digital platform that accurately reflects its scale, expertise, and ambition.
Key outcomes included:
A modernized brand identity aligned with UPI’s global sourcing and growth strategy
A scalable digital platform supporting thousands of products without sacrificing clarity
Clear, consistent messaging used across sales, marketing, recruiting, and trade shows
Video storytelling that humanizes the organization while reinforcing credibility
Trade show and sales materials that extend the digital platform into physical environments
The value of the engagement was not a single metric, but alignment, confidence, and long-term usability across every customer touchpoint.
UPI emerged with a cohesive brand and digital platform that accurately reflects its scale, expertise, and ambition.
Key outcomes included:
A modernized brand identity aligned with UPI’s global sourcing and growth strategy
A scalable digital platform supporting thousands of products without sacrificing clarity
Clear, consistent messaging used across sales, marketing, recruiting, and trade shows
Video storytelling that humanizes the organization while reinforcing credibility
Trade show and sales materials that extend the digital platform into physical environments
The value of the engagement was not a single metric, but alignment, confidence, and long-term usability across every customer touchpoint.
Strong ingredient and chemical brands are built by clarity, not volume.
This project established the systems UPI Global Ingredients continues to build on, ensuring the company is seen, understood, and trusted at the level it operates.
Strong ingredient and chemical brands are built by clarity, not volume.
This project established the systems UPI Global Ingredients continues to build on, ensuring the company is seen, understood, and trusted at the level it operates.
Founder & Systems Lead
David Franco
Founder & Systems Lead
Domenick Cilea
Creative Direction
Hamza Labrinssi
Founder & Systems Lead
David Franco
Founder & Systems Lead
Domenick Cilea
Creative Direction
Hamza Labrinssi
Core Systems Implementation
Autonomous Solutions Inc (ASI Robots)
A demand-driven marketing platform built on WordPress, integrating content, automation, and sales enablement for a complex industrial manufacturer.
Our
clients!
Our
clients!
Here are some of the brands we’ve had the privilege to collaborate with.
Here are some of the brands we’ve had the privilege to collaborate with.
Practical insights on chemical marketing, product positioning, and demand generation, written for manufacturers and distributors navigating digital growth.
No fluff. No recycled tactics.
Just what’s actually working in the chemical industry.
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Join our
Practical insights on chemical marketing, product positioning, and demand generation, written for manufacturers and distributors navigating digital growth.
No fluff. No recycled tactics.
Just what’s actually working in the chemical industry.
newsletter
Join our
Practical insights on chemical marketing, product positioning, and demand generation, written for manufacturers and distributors navigating digital growth.
No fluff. No recycled tactics.
Just what’s actually working in the chemical industry.
newsletter