Epoxy Craft & Design Texas
A premium coatings brand launched cold into Houston — identity, website, a bilingual content engine, and a lead-capture system. Then $685 turned into 5,413 site visits at roughly $0.13 each.
A service, a region, and little else.
Epoxy Craft & Design Texas — a Ricasti Group venture — is a premium epoxy and concrete coatings company. They came to us with a service, a region, and little else: no locked-in name, no brand, no digital presence. We were asked to build the entire customer-facing business.
They were launching cold into one of the most competitive home-services markets in the country — Houston and Katy — where a homeowner deciding who pours a floor they'll live on for a decade does not hand that to an unknown name.
Launching cold, from nothing.
In a trade that runs on trust and referrals, a brand-new company has neither — in a market saturated with established contractors.
A large share of the customer base speaks Spanish, yet most competitors marketed in English only — leaving a real audience underserved.
Epoxy is rarely needed today — people need it months later. Marketing had to build memory, not just chase the click, and there was no infrastructure to catch a lead once attention arrived.
Understanding before building.
Before building, we mapped the market and the buyer: how a homeowner actually chooses a coatings contractor, and where a brand-new name could realistically win.
- Houston and Katy are saturated with established contractors — trust and referrals decide who gets the job.
- A large share of the market speaks Spanish, yet competitors marketed in English only — an open lane to own.
- Epoxy is a “someday” purchase — the work has to build memory for the day the floor finally bothers someone enough.
A business launch, not a logo project.
We treated this as a business launch, not a logo project: build a real brand, give it a digital home that converts, document real jobs as bilingual stories that build memory, and wire every channel into a single path a lead could actually travel. Four movements, one connected front end for the business.
Built in four movements.
Brand foundation
We validated and locked the name, then built the positioning around what separates good coating work from bad — craftsmanship, premium finishes, rigorous surface prep. A full logo system (light, dark, social, web) and a color direction chosen to hold up on trucks, on shirts, and in a crowded feed.
A digital home
A website built to convert, not just exist — hero and value proposition, eight service lines (garage floors, metallic epoxy, countertops, river rock, resurfacing, residential, commercial, cabinet painting), an about section, and a clear contact-and-CTA path. Underneath it, an SEO foundation targeting the Houston-area searches that actually precede a quote request.
A marketing engine
Rather than generic posts, we documented real jobs as stories. The Houston patio restoration and the Katy project were captured before, during, and after — removal, grinding, dust extraction, prep, application, reveal — which is what turns a stranger into someone who trusts the process. All of it produced in both English and Spanish.
A customer system
We stood up WhatsApp Business as the spine of customer communication — a complete profile, English and Spanish welcome and away messages, quick-reply templates, and a lead-qualification flow that collects photos, measurements, and project details up front. A unified CTA tied Facebook, Instagram, the website, and WhatsApp into a single path, so interest from anywhere landed somewhere it could be answered.
Proof in the economics.
Launch campaigns ran September–November 2025 on a deliberately small budget — this was about proving the foundation, not buying scale.
The headline isn't the volume — it's the efficiency. More than 5,400 visits to a brand-new contractor's website for roughly the cost of a single mid-size job is strong customer-acquisition economics in this category. At thirteen cents a visit, the foundation did the heavy lifting: the ads pointed at a real brand, a real site, and a real way to respond, so the spend converted instead of evaporating. And in a someday-purchase trade, the measurable click is the floor, not the ceiling — tens of thousands of impressions are familiarity banked for the day a floor finally gives someone a reason to call.
This was never a logo or a website in isolation. It was the front end of a business — built so that when someone in Houston finally needs their floor done right, there's a brand ready to earn it.
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