FXI – the leading manufacturer of polyurethane foam needed to differentiate in order to escape pressures of a commodity driven market. Our colleagues at www.mblm.com repositioned the firm on the idea of innovation and brought us in to design the appropriate web experience for the new brand. The website uses a series of stories to relate foam products to our daily lives. Spend just a little time on the site and you learn that FXI products surround you every day. Industry insiders can dig deeper to access technical information; which stress tests the products undergo before shipping; which molecular structure makes up the filter that oxygenates your blood during surgery.