Background
Despite its status as an unparalleled high-performance material, 15 times stronger than steel, Dyneema® faced increasing pressure from competitors and a digital presence that didn't match its innovative DNA. Avient required a total digital transformation to relaunch Dyneema® as a premium ingredient brand, shifting the focus toward its core attribute of strength and its value throughout the product design lifecycle.
Solution
true engineered a modern, content-rich digital experience utilising Umbraco’s flexible, block-based architecture. This modular approach allows for rapid storytelling updates as Dyneema® expands into emerging markets. By leveraging Umbraco’s intuitive editing interface, we empowered Avient to manage a complex portfolio of use-cases from ballistic protection to high-tech fabrics within a single, performant CMS that reflects the brand’s premium positioning.
Impact
The migration to Umbraco provided a scalable framework that successfully echoes the brand’s new vision of innovation and physical resilience. The component-led design ensures that as the fiber continues to evolve, the digital platform remains responsive, maintaining a high-speed, compelling user experience that differentiates Dyneema® from market copycats.
