Chemical Industry - Design Strategy Consultants

Here’s a detailed summary and interpretation of what Khurram Syed, GM of Trinas Chemicals, is saying in the testimonial video.

Detailed Breakdown of Khurram Syed’s Testimonial

1. Overall Experience with Everything Design
Khurram opens by emphasizing that his experience with Everything Design exceeded expectations. He highlights that what he anticipated from the collaboration was fully delivered — meaning the agency lived up to its promise both in professionalism and results.

2. Problem Identification: Inconsistent Branding
He explains that before working with Everything Design, Trinas struggled with inconsistency across their branding materials — from marketing collaterals to their website. This inconsistency made the company appear less professional and not on par with competitors, which affected both client perception and internal confidence.

3. Strategic Decision for Redesign
Recognizing the gap, Trinas decided to revamp their branding collaterals and redesign the website. The goal was twofold:

• To rebuild internal confidence among their own team members in their brand presentation.
• To create a stronger impression with clients, partners, and industry peers.

4. Brand Impact and Market Perception
After the transformation, Khurram notes that everyone who saw the new branding — including the website — was impressed. The new identity projected professionalism and distinction.

5. Visibility at the Saudi Arabian Coatings Show
A key moment he recalls is the Saudi Arabian Coatings Show, a major event in their industry. He proudly mentions that Trinas’ exhibition stand stood out among all others and could be noticed from across the hall. This visibility was due to Everything Design’s bold visual identity, which reinforced the brand’s presence and confidence.

6. Website Design and Usability
Khurram praises the redesign for striking a balance between being unique and industry-appropriate. Despite having lots of content, the website is easy to navigate, communicates information smoothly, and maintains clarity — crucial for B2B communication. He also shares that the website received numerous compliments from visitors and peers.

7. Internal Confidence and Team Morale
He stresses how the transformation has drastically boosted team confidence when representing Trinas to clients and partners. The refreshed brand gave employees a renewed sense of pride and professionalism.

8. Working Relationship with Everything Design
Khurram mentions that after discovering Everything Design’s portfolio — filled with strong B2B branding examples — he knew they were the right fit. He also appreciates the personality and approach of Mij (presumably Mijo, the founder or key contact).
He describes Mij as calm, patient, and a good listener, which made him feel respected and understood — an important detail for relationship-based B2B engagements.

9. Process and Professionalism
Khurram compliments the structured approach and smooth communication from the team. He says they conducted thorough research, presented a detailed plan, and treated project deadlines with seriousness as if they were their own goals. The process felt organized and collaborative.

10. Conclusion and Recommendation
He closes by reaffirming his positive experience — emphasizing that Everything Design delivered what they promised and that he would gladly work with them again.

Core Themes of the Testimonial

• Professionalism and Delivery: Everything Design met expectations and executed precisely.
• Consistency and Confidence: New branding restored internal and external trust.
• Visibility and Recognition: Trinas’ booth and website stood out in the market.
• Empathy and Collaboration: The team’s listening approach and structured process fostered trust.
• Long-term Relationship: Clear intent to work with the agency again.

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