UK Window Industry’s Most Prolific Brand Sharpens Up Image, Shows ‘Hidden’ Talents
Announcements by companies of a new website being launched, or a tweak being made to their logo, are hardly ground-breaking these days. But when a firm that can claim to have its products operating in virtually every one of the potential customers in its sector, it becomes more intriguing.
Jade Engineering is the firm in question, having undergone a full redesign of the way the firm presents itself to the world. This includes a new website and fresh, new face for the firm, including a modernised version of the logo that will be found in the factories of vast majority of PVC-U and aluminium window and door fabricators in the UK.
The Jade name and brand are so well known; so why bother now? Jade Engineering is the window and door industry’s most prolific brand but, says the firm’s owners, even Jade’s most ardent clients know little about them beyond their own specific touchpoint. All that is about to change, says Sean Mackey, who with partner Adam Jones has built Jade into the industry’s de facto machine tool supplier over the past 30 years: “Our machine tools are to be found in every PVC-U fabricator and the majority of aluminium frame makers too,” he explained. “But we often hear the phrase ‘I didn’t know you did that’ when we are simply chatting about day-to-day business issues. So we decided to up our game, and take the guesswork out of it,” added Sean.
In addition to the products for which they are best-known, Jade Engineering designs and manufactures a range of standalone, task-specific machines that, in an age of increasingly sophisticated CNC-controlled equipment, are revered for their simple, effective, efficiency: “Our end millers, bead saws and more unusual kit such as the Jade Reverse Butt Cleaner, are inexpensive solutions to problems many fabricators often don’t know they have,” explained Adam. “Our new website will show the whole range, also including videos of some of the machines we supply.”
The website is divided into three main groups: Jade Tooling; Jade Machines; and the firm’s fast-growing Jade Consult division. This, says Sean, has been growing spectacularly and is what the website will probably explain the most effectively: “When chatting with customers, they will often mention a production issue that they have been unable to resolve,” said Sean. “We believe there is always a solution, and we will then design, manufacture and install it for the client. This has led to larger and more ambitious projects, now including a number of complete production lines and start-up factory kit outs. It’s very big business and we are the only firm that has the expertise to offer it. Tell us what you want, how much you have to spend and we will design, supply and commission it for you.”
In text, superb photography and HD video the new Jade Engineering website explains everything offered by the Coventry-based firm and presents it superbly, including some excellent case-studies contained in the website’s ‘Problem? Solved.’ section.
“We also felt that the time was right to redesign our overall image,” said Sean. “It’s fresher, clearer and better reflects what we are today.”