Helping Buyers Find the Right Grinder Without Guesswork

Rome needed to attract skilled employees while making complex industrial equipment easier to buy. I led creative across its brand and website, directed photography, and helped develop guided product selection and AI support, giving both audiences a clearer picture of the company and a more useful next step.

I brought the family-owned business into focus through a refreshed identity, recruitment content, and photography of the people doing the work. I prepared a detailed shot list and directed an outside photographer, then carried the images into the website and supporting materials. That gave buyers real equipment to examine and prospective employees a view of the workplace. The refresh respected the established brand while making its character much easier to see. We didn’t need to reinvent the grinder wheel.

I simplified product selection by building the Grinder Finder around the customer’s operation rather than Rome’s model names. The journey asked about the material being processed, whether it was fresh or frozen, and the required throughput. Those answers guided buyers toward suitable equipment and a route to more information or a sales conversation. I mapped the logic and helped translate it into a usable website experience, making technical product knowledge accessible through questions customers could already answer.

I extended that support through Roman, an AI chatbot using Rome’s own product knowledge, and HubSpot automation supporting sales follow-up. The chatbot could answer equipment questions and route people toward a representative or an email handoff when they needed human help. Together, these tools gave the website a more active role in the buying process. The broader engagement reported improved sales communication and more qualified opportunities, with my work connecting the brand story to practical tools for customers and the team.