Solmax
what's under your road?.
Helping a global geosynthetics manufacturer turn a three-brand merger into a clear, unified voice — and turning a production vendor relationship into a strategic one.
After nearly a decade of work with Propex, a geosynthetics and erosion-control manufacturer, Maycreate led the brand consolidation when Solmax acquired both Propex and a third competitor, TenCate, bringing all three together under one name.
The merger meant that three formerly competing product lines suddenly had to become one coherent offering, with overlapping products phased in or out in real time. Civil engineers and distributors who’d relied on Propex or TenCate for years needed reassurance that the products, service, and expertise they trusted hadn’t disappeared, just changed names.
Solmax’s own communication tended to be engineer-to-engineer: precise and effective among specialists, but easily lost on non-engineer decision-makers — city and state officials, program administrators — who ultimately approve funding. The real opportunity wasn’t better technical messaging; it was translating that value into terms that decision-makers could act on, like long-term cost savings rather than specification details.
Our first priority after the merger was direct communication with engineers and distributors to confirm continuity of products and services. From there, the relationship shifted from filling ad hoc deliverable requests to proactively identifying larger strategic opportunities within routine requests.
Advertising
Photography
Video
Content
Trade Show
Strategy
Copywriting
Civil & Environmental Infrastructure
Manufacturing
We’ve remained Solmax’s agency of record through the full post-merger transition, now handling U.S., Canadian, and Latin American communications in English, French, and Spanish across its geosynthetics, mining, and landfill/waste management segments.
founded, now the largest geosynthetics maker in the world
countries where the product is sold
acquired brands folded into one portfolio: GSE, TenCate, Propex
“The layer nobody sees is the reason the road is still there in fifteen years.”