A professional digital presence for a PE-backed firm

The opportunity

A new addition to ARA Partners’ portfolio, Polar Performance had built a reputation for manufacturing and distributing high-purity 4N and 5N alumina. However, the brand’s website didn’t reflect its expertise, professionalism, or value to highly competitive sectors such as semiconductor and aerospace. ARA reached out to HexaGroup to help its acquisition deliver a digital presence as high-quality as its alumina.

The relationship

Throughout the project, HexaGroup worked closely with ARA Partners’ CMO, a leader tasked with strengthening marketing performance across the firm’s portfolio companies. This partnership has enhanced the digital presence and marketing function of numerous ARA companies, serving as a great example of how HexaGroup provides value to private equity firms.

Stakeholders workshop

We held a series of stakeholder workshops to understand the various links in the semiconductor value chain, competitors, and how the company enhanced value for the moving parts in this fast-growing ecosystem. Working closely with the client, Hexagroup pinpointed the company’s positioning and target audience. We then used this foundation to shape a content strategy grounded in SME insights and B2B best practices.

Visual brand refresh

Before diving into the company’s new website, we refreshed its logo and expanded its color story. We also developed the brand’s image approach and directed a photo shoot at its Ontario manufacturing facility to ensure the updated visual style would be reflected in key website visuals.

Turnkey website development

With a strong visual and verbal identity in place, we developed every aspect of the company’s new website, which was a custom HubSpot build. From its information architecture, keyword strategy and technical content to visual design, UX and technical optimization, we handled every detail—and worked with the company’s SMES to validate them at every turn. The website’s key features include a robust insights library featuring both technical specifications and brand content, and a sitemap that enables visitors to find information based on market, application, or product type.

Strategic impact

Polar Performance now has a professional, high-performing website with content that reflects the technical expertise and priorities of key decision-makers across the semiconductor value chain. Because it was built on HubSpot, the site integrates seamlessly with the company’s marketing campaigns and is easy to update as the brand’s content library grows. The result is a scalable, marketing-ready website that has impressed technical audiences, the Polar team, and its investors alike.

Good to grow? Gauge your readiness in 10 minutes flat.

Take the GOsurvey

MORE GOLDEN EGGS

Reigniting a midstream firm’s revenue momentum mmtlogowhite

Scaling sales enablement and visibility TEAM

Accelerating a corporate startup