British Industrial Melting Systems

Morganite Crucible
Windsor, England

Collage artwork communicating Morganite's "Complete Melting Systems".

For years Morganite Crucible sold crucibles (clay pots) for industrial melting. Unfortunately, their success and name recognition created confusion – since they carry furnaces and accessories as well as clay pots. We advised it was of utmost importance that all advertising stress that Morganite carried not just crucibles but “Total Melting Systems”.

Muir’s services included trade advertising, public relations and sales material production. American market share increased.