Website
DUMAC
DUMAC has been building vertical column waste pumps in Kyabram since 1964, and has a tagline most manufacturers would never dare run.
The problem
A specialist manufacturer with two products and an unusually strong voice. The engineering has to stand up to a plant manager choosing a pump for abattoir waste, while Pumps That Really Suck is a genuine asset that a sanitised corporate site would quietly delete. Lose the voice and the brand becomes forgettable. Lose the specifications and the sale goes to someone who published theirs.
What we built
The voice leads and the engineering closes. The headline is the tagline, and directly beneath it the two ranges do the work: Filter-Cut, in production since 1964, with hardened cutting tips and a built-in agitator that chops through waste and keeps the pit clear; and Ruffy, which handles sand, grit, gravel and heavy solids without pre-screening and no underwater bearings. Four proof points run as a band across the page (100% Australian made, 60+ years in the game, family owned and run, dealers across Australia), and the applications are shown as places rather than words: dairies, piggeries, wineries, food processing, mining, abattoirs.
The result
A site that reads as confidently Australian and family-run without undercutting the technical case, so the personality attracts and the specifications close.