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U.S. Borax

Website Storytelling & Design Delivers Global Value

U.S. Borax, a part of Rio Tinto, is a global leader in the supply and science of borates—naturally occurring minerals that contain boron and other elements. From its earliest days, the company has been at the forefront of borate technology, research, and development.

U.S. Borax continues to find better ways to provide the materials the world needs. It supplies approximately 30% of the global demand for refined borates from its world-class mine in Boron, California, located about 100 miles northeast of Los Angeles. Customers depend on boron and borates from U.S. Borax to create an extraordinarily diverse range of products that are essential to life and modern living.

20 Mule Team Borax website shown on laptop, tablet, and phone screens
Technologies
Kentico
Services
Branding, Design, Development, Messaging, Web Content Strategy
Industry
Ag Technology
Awards

BMA Colorado, Gold Key: Silver Award: Website Redesign/development $150K+

ANA Business Marketing, B2: Finalist: Web Presence

Transform Magazine, Silver Award: Best Rebrand of a Digital Property

Live Site
borax.com

Results

Easier Access

A key aspect of the project was a re-organization of the company’s available content around the many uses of borates. As part of the redesign, we made it easier for customers to quickly find specific applications, connect them to the properties and benefits of borates, and explore 20 Mule Team Borax products. Job opportunities, Visitor Center information, and usage instructions were also surfaced, as were the answers to frequently asked questions from consumers, customers, and researchers. SEO optimization was included in the process to further enable customers to find exactly what they need on the site.

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  • BMA Colorado, Gold Key: Silver Award: Website Redesign/development $150K+
  • ANA Business Marketing, B2: Finalist: Web Presence
  • Transform Magazine, Silver Award: Best Rebrand of a Digital Property

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Source Name
Position

Challenges

A Vital Story

After the success of its new Agriculture division microsite, U.S. Borax, a Rio Tinto company, realized the potential of a full-site redesign. As producer of a third of the world’s supply of refined boron—a vital ingredient in a multitude of products—U.S. Borax wanted to update their site to help customers and consumers understand borates’ role in modern living. The company also wanted to make it easier for visitors to find the products needed for a variety of applications, as well as information about job opportunities, company history and community involvement, and important shipping, handling, and storage information.

Solution

Clear Connections

To better communicate the brand value of U.S. Borax, BizStream worked with the company’s internal marketing team to develop an engaging theme around borates’ modern usage. As part of the development and manufacture of products and applications including wood treatment, housing insulation, cell phones, automobiles, nuclear power plants, and oil wells, borates are used around the globe. U.S. Borax places a high priority on research, safe mining practices, customer and community support, and refined, reliable products. The redesigned site now relates these themes in a more accessible way.

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