CapillaryFlow
From niche product to category leader.
A full business transformation, spanning rebranding, website, partner program, digital product, and go-to-market strategy, that turned a single-product golf company into a multi-vertical technology brand.
A strong product. A brand too narrow to grow.
CapillaryFlow, formerly Capillary Concrete, had built a patented system for constructing bunkers, greens, and grounds that stayed durable and low-maintenance long after installation. The golf segment knew them well. But the underlying technology had far broader potential: sports fields, equestrian arenas, urban leisure spaces. The brand was not built to reach any of it.
The name said concrete. The website was structured around a single vertical. Each product area lived on a separate site, and the sales materials were built for one type of buyer, not five.
To grow into new markets, CapillaryFlow needed more than a new logo. It needed a new way of presenting itself to the world, and the commercial infrastructure to sell through it.
Strategy first. Everything else followed.
We started where we always start: with the business, not the brief. A series of workshops mapped the full commercial picture: who the best-fit customers were across each vertical, how they buy, what motivates them, and what the brand needed to say to each of them differently.
From there, everything else was built.
Rebrand: Capillary Concrete to CapillaryFlow
The name change was strategic, not cosmetic. Concrete said material. Flow said outcome: movement, performance, control. We developed the full brand, including name, graphical profile, visual identity, and a unified design system that consolidated what had previously been separate brands for separate verticals into one coherent platform.
Website: one platform, every vertical
The new website replaced a fragmented structure, multiple sites, each serving a single audience, with a single unified platform built around how different buyers actually find and evaluate solutions. We defined the architecture, wrote the messaging, produced the design, and launched in Webflow.
The result is a site structured around specific audiences, golf, equestrian, sports fields, urban spaces, while presenting a consistent brand and technology story across all of them.
Partner program
CapillaryFlow grows significantly through partners. We ran dedicated workshops to map the partner ecosystem, define partner categories, clarify what motivates each type, and build the commercial structure needed to make the channel work at scale. The output included a partner portal with sales materials, training content, installation guides, and everything a partner needs to quote, sell, and install with confidence.
Sales enablement and marketing
We created the full commercial toolkit: sales presentations, brochures, investment return calculators, installation guides, and video content. We also took on digital marketing execution, including SEO, Google Ads, LinkedIn Ads, and blog content to drive awareness and lead generation across verticals.
FlowTrack: a new digital product
As part of the engagement, we helped conceive and design FlowTrack, a smart monitoring and control system that lets golf course superintendents manage moisture and playability from their phone. It tracks every CapillaryFlow system across a course, delivers alerts, provides custom data dashboards, and enables remote monitoring via mobile and web. FlowTrack gave CapillaryFlow a differentiated digital offering no competitor could match.
The numbers did the talking.
100% increase in overall website traffic, year on year
777% increase in direct sales leads from the equestrian segment
337% increase in Google Ads impressions, same budget
2x the time users spent on the new website compared with the old
The rebrand repositioned CapillaryFlow from a conventional bunker supplier to a technology company, and the market responded. Prospects and customers began perceiving them as the dominant leader in their category. New verticals that had previously generated no leads were suddenly producing pipeline. A major deal in a new product area closed in under nine months from launch.
The golf segment grew too: direct sales leads up 11% year on year, outperforming overall segment growth of 9% and reducing over-reliance on the partner channel.
And with FlowTrack live, CapillaryFlow has something no competitor can offer: a connected digital layer on top of a physical product, turning a one-time installation into an ongoing relationship.
The work
In their words
It has been great working with UpStrategy over the last 4 years. From a complete rebranding of our company to a new website and partner/distributor portal they handled everything and went above and beyond what was expected.
We have definitely seen an improvement in how our business presents on the web and in person. Our marketing pieces are cohesive and look amazing. Our social media has been performing very well as far as generating web based leads for our sales staff.
I would definitely recommend UpStrategy to anyone looking to rebrand. They handled everything from website to marketing materials to social media. Everything is organized and looks inviting.
Got a strong product that needs a brand and strategy to match?
Book a conversation with Noel. No pitch deck required, just an honest discussion about what you are building and whether we are the right fit.
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