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XCAPITAL and LMC: Case Study

Lazulite
Marble Company

From a single branch in Ahvaz to a natural stone exporter with a footprint across Iran, the UAE, Turkey, Iraq, and Saudi Arabia — brand, content, advertising, and software, delivered as one system.

See the resultslazulitemarble.com
The work, in twelve parts
01/12Gap analysisStep 01Brand, visibility, sales and operations, checked before anything was designed.
AED 2.36
Cost per lead · Meta Ads
2021
Partner since
5
Countries
6
Branch locations
1
Accountable system
The client

The overview.

LMC began as a single branch in Ahvaz and has since grown into a natural stone exporter with a genuinely international footprint — branches and partners across Iran, the UAE, Turkey, Iraq, and Saudi Arabia.

Scaling that kind of operation meant they needed more than a marketing vendor — they needed a full execution plan.

Where it beganAhvazOne branch, Iran
Today6 locationsFive countries
Client specification

Lazulite Marble Company

Partner since 2021
An LMC worker walking through the quarry
  1. Raw materials
  2. Production
  3. Final product
The catalogMarbleTravertineOnyxGranite
Industry01 / 05
Natural stone producer & exporter

Stone is bought with the eyes, so the quarry, the production floor and the finished slabs have to be seen.

The engagement, in four steps
Select a step to jump to it
  1. AnalyzingFind the gapsBrandVisibilitySalesOperationsJump to step 01
  2. Brand identity & designLook like the leaderThe markPaperPeopleSignsBuildingsJump to step 02
  3. Content & advertisingTurn attention into leadsPhoto & videoMeta AdsDirect messagesJump to step 03
  4. WebsiteSell and build trustCatalogTrust signalslazulitemarble.comJump to step 04
The objectives

Four goals, and what was done about each.

Every goal began as a problem. Each picture below starts as LMC found it and is fixed in three moves. Drag the bar under it, or press a step, to watch the fix land.

“As it was” is drawn from the client’s own description of the problem. The fixed pictures are built from the real work (its photos, mark, palette, website and campaign figures); the interface around them is illustrative.

Fixed so far4/ 4
  1. 01Apply the brandingFixed
  2. 02Increasing leadsFixed
  3. 03Optimized brand positioningFixed
  4. 04Business developmentFixed
Goal 01

Apply the branding

Every branch looked different.One identity, used everywhere.

The problem

Each branch, banner and business card looked different. Inconsistent visuals make a large operation read as a smaller, less established one.

What was done Press a step to see it done
colors in the palette
3
layers, from the mark to buildings
5
locations, one look
6
See it in this case studyStep 02 · Brand identity & design
Goal 02

Increasing leads

Enquiries arrived at random.Buyers messaging sales.

The problem

Enquiries arrived at random and few came from real buyers, so the sales team spent its time on people who would never purchase.

What was done Press a step to see it done
conversations started
153
average cost per conversation
AED 2.36
campaigns in the snapshot
3

Meta Ads only, from a snapshot of 3 campaigns. The full figures are in the results below.

See it in this case studyStep 03 · Content & advertisingMeta Ads results
Goal 03

Optimized brand positioning

Every supplier looked the same.A reason to choose LMC.

The problem

With no defined position, LMC had no answer to why a buyer should choose it over any other stone supplier. When suppliers look interchangeable, price becomes the only difference.

What was done Press a step to see it done
gaps found before designing
8
countries, one brand
5
supplier pricing, no middlemen
Direct
See it in this case studyStep 01 · AnalyzingStep 02 · Brand identity & designStep 04 · Website
Goal 04

Business development

Growth stopped at the branch’s neighbours.Reach beyond existing contacts.

The problem

Growth in each country depended on who happened to live near a branch, and requests and files scattered across chats and inboxes.

What was done Press a step to see it done
stone families in the online catalog
4
platforms covered
5
shared system, XMS
1
See it in this case studyStep 03 · Content & advertisingStep 04 · WebsiteXMS
Watch

From the sample wall to the handshake.

One client's visit to LMC, cut to thirty seconds. It plays silently as you arrive; turn the sound on, or pick a chapter to jump to it.

0:00 / 0:31
Filmed at LMCDecember 2023
Multi-branch management

Six locations, one view from Sharjah.

This is XMS, our management software, running LMC's six locations. Switch it on to see what changes: each branch works in its own records, and headquarters sees every branch at once.

XMSWorkspaceLazulite Marble CompanyLMCXMS is off

Six locations, six sets of chats, sheets and inboxes.

Ownership learns how a branch is doing by asking it, and no branch can see what the others are doing.The gap this closes

Where the records sit
  • CustomersScattered
  • InventoryScattered
  • InvoicesScattered
  • FilesScattered
  • Marketing contentScattered
?Headquarters, without XMSWaiting on repliesNot connected

The centre of the network: the office is in Dubai and the warehouse in Sharjah.

Office: Al Wahida Street, Deira, Dubai
Warehouse: Al Sajaa Industrial, Al Jlail, Sharjah
Regional presence & distribution
5-Day KSA Campaign: 41 conversations at AED 3.56 each. See the results
Kotekli, 311 Street, Mugla

Where LMC began, as a single branch.

St. Serah Khoramshahr, past the 19th police station, Ahvaz
St. No. 20, Mahmud Abbad, Isfahan
Al-Brahimiya, between the Najaf and Hilla roads
Step 01Analyzing

First, we analyzed LMC.

A strong product, real ambition, and none of the systems needed to scale it. That's what we found: a lack of brand identity and design, few qualified leads, weak sales processes, limited industry knowledge within the sales team, and no proper website or social media presence.

How to read this analysis

Eight things a growing exporter needs, and LMC didn’t have.Sorted by area: two in brand, three in visibility, two in sales and one in operations.

Four steps, in the order we work.Step 01 is this analysis. Steps 02 to 04 close the gaps: brand first, then content and advertising, then the website. Each builds on the one before it.

One team owns all four, and answers for the result.XMS, our own management software, runs underneath. No hand-offs between vendors, so nothing falls between them.

Brand2 gaps
Visibility3 gaps
Sales2 gaps
Operations1 gap
01AnalyzingYou are here
02Brand identity & designLook like the leader03Content & advertisingTurn attention into leads04WebsiteSell and build trust

All eight were found here. Below, each one opens up: what it was costing LMC, and the step that closed it.

Select a gap to read what it was costing LMC

XCAPITALXMS, our management software, runs underneath every step.One team. All four steps. Answerable for the result.
The 8 gaps

What each gap was costing LMC.

Select a gap to open it: the damage in full, what it damages, and where in this case study it was closed.

  1. With no defined position, LMC had no answer to why a buyer should choose it over any other stone supplier. When suppliers look interchangeable, price becomes the only difference, and a company with a five-country footprint gets treated like a commodity trader.

    Addressed in Step 02
    What it damages
    • PositioningBuyers can’t place LMC against other suppliers.
    • Pricing powerWith nothing to set it apart, LMC has to compete on price.
    • ReputationThe company has no story to be known by.

  2. Without one logo, palette and typeface applied the same way everywhere, each branch, banner and business card looks different. Inconsistent visuals make a large operation read as a smaller, less established one, and nothing sticks in a buyer’s memory.

    Addressed in Step 02
    What it damages
    • ConsistencyEvery branch, banner and card looks different.
    • TrustA patchwork look reads as a smaller business.
    • MemorabilityNothing visual sticks after the first meeting.

  3. Buyers abroad check a supplier online before they pick up the phone. With no proper site there is nowhere to see the mines, the composition of each stone, the sizes and the thicknesses, so a serious buyer has nothing to check and moves on.

    Addressed in Step 04
    What it damages
    • TrustA serious buyer has nothing to check.
    • DiscoveryBuyers searching online can’t find LMC.
    • Sales supportThe sales team has no page to point buyers to.

  4. Without paid reach, LMC sells to referrals, walk-ins and existing contacts. Buyers in new markets never see the name, so growth in each country depends on who happens to live near a branch.

    Addressed in Step 03
    What it damages
    • ReachOnly people who already know LMC ever hear from it.
    • GrowthEach country grows only where a branch already is.
    • New marketsBuyers elsewhere never see the name.

  5. Stone is bought with the eyes, and buyers want to see the quarry, the production floor and the finished slabs. With no presence on social media that proof isn’t anywhere buyers look, and their attention goes to suppliers who do show it.

    Addressed in Step 03
    What it damages
    • ProofThe quarry, the production floor and the slabs go unseen.
    • AttentionBuyers’ attention goes to suppliers who show their work.
    • TrustA silent company reads as an inactive one.

  6. Without targeted campaigns, enquiries arrive at random and few come from real buyers. The sales team spends its time on people who will never purchase, while the buyers who would purchase never find LMC in the first place.

    Addressed in Step 03
    What it damages
    • Lead qualityEnquiries arrive at random, and few come from real buyers.
    • Sales timeTime goes to people who will never purchase.
    • Lost salesReal buyers never find LMC in the first place.

  7. With no set process, what happens to an enquiry depends on who picks it up. Follow-ups get missed, nobody can see where a lead stands, and limited industry knowledge on the team leaves product questions unanswered.

    Addressed in Step 03 · XMS
    What it damages
    • ConversionWhat happens to an enquiry depends on who picks it up.
    • Follow-upLeads go untracked, so follow-ups get missed.
    • Know-howLimited industry knowledge leaves product questions unanswered.

  8. With six locations and no shared system, customers, requests and files scatter across chats, spreadsheets and individual inboxes. Branches can’t see each other’s work, and ownership can’t see any of it without asking.

    Addressed in XMS
    What it damages
    • OversightOwnership can’t see the branches’ work without asking.
    • Follow-throughRequests and files scatter across chats and inboxes.
    • ControlNothing is tracked in one place.
XCAPITAL
Eight gaps, one accountable system.Every gap above is closed in the steps that follow, by the same team.
Start with Step 02
Step 02Brand Identity & Design

LMC needed a professional look, so we started designing.

How the brand was built

One mark, carried everywhere it shows up.

A logo on its own is only a drawing. This is how LMC's mark was built up, one layer at a time, until it looked the same on a business card, a helmet and the side of a warehouse. Step through the layers.

The LMC logo
The LMC markThe diamond and the name, drawn once.
Layer 01 / 05

What it is

The LMC mark draws on the raw geometric character of lazulite stone: organic shape blended with structured, cubic, architectural form. Grounded and sophisticated.

Why it matters

Everything after this reuses the same shape and the same three colours, so LMC can be recognised anywhere.

LMC Navy#102A6EGraphite#404040White#FFFFFF
Behind The Work

Shot on-site, across every branch.

From the quarry to the warehouse floor, our content team works where the product actually lives — professional photography and videography that shows the real scale of LMC's operation.

01 / 06
The warehouse floorSlabs stacked and sorted under one roof.
Step 03Content Marketing & Advertising

Shot once.
Cut for every platform.

LMC runs from the quarry to the brand, so the content has to as well. We shoot four subjects on site, then cut each shoot to the shape its platform asks for. Open a frame to see what goes in it, and how it is cut.

Four subjects, shot on siteSelect a frame to open it
The shoot
An LMC worker in a helmet and branded jacket walking across the quarry floor between stone blocks
The cut 9:16

Where the stone starts.

Blocks on the quarry floor, the people working among them, and the site open to the horizon. A buyer sees where the stone really comes from before they think to ask.

Drone and videoBehind the work
In frame
  1. Blocks cut from the quarry face
  2. The LMC crew, in uniform, on site
  3. The size of the site, out to the horizon
Tools we used

Eight tools, one production line.

Photography, video, design, motion and management software, run as one system instead of a patchwork of vendors. Select a tool to see what it did on this job.

The LMC teaser
Capture01 / 08

Videography & Editing

Moving footage that shows the product at work.

Stone is bought with the eyes, so the quarry, the production floor and the finished slabs have to be seen in motion. Footage is shot on site, then cut for the platform it will run on: the feed, stories and the ads.

  • Shot at the quarry, the warehouse and on the floor
  • Cut separately for each platform
  • Becomes the opening of the ad creative
How ads become salesMeta Ads results
Planning

Five decisions made before anything is shot.

Open a decision to see what it covers.

  1. The list is written down before anything is shot: every piece of content, the platform it is for, and the date it goes out. Every later decision works from this plan.

    • Photo, video, motion and design formats
    • One target platform for each piece
    • A dated calendar to shoot and publish against

  2. Each shoot and edit is staffed in advance, so every role is covered before the day starts and nobody is found on the morning.

    • Videographers, photographers and drone operators
    • Designers and motion editors for the finished assets
    • Male and female models where a shoot needs them

  3. The place, the product and the people are confirmed together. For LMC that spans the quarry, the production operation and the finished slabs.

    • Locations across the operation
    • The products and slabs that appear on camera
    • Models booked for the days they are needed

  4. The LMC identity from Step 02 is set up on Instagram, Facebook, YouTube, Snapchat and TikTok, so the brand reads as one company on every screen.

    • The same mark, colours and type on every profile
    • Five platforms, one visual system
    • Each post recognisably LMC at a glance

  5. The same identity is carried into the ad tools and the campaign setup is tuned there. Ads run on Instagram and Facebook and are built to move people into a WhatsApp message with the sales team.

    • Brand assets applied inside the ad tools
    • Meta Ads on Instagram and Facebook
    • Set up to end in a WhatsApp conversation
Platforms

Where the content lives.

Select a platform to see the pages we worked on and what the channel does for traffic, sales and advertising.

Instagram

Content + Meta Ads

Meta’s photo and video network, built around Reels, Stories and a profile that works as a storefront. For a product that is bought with the eyes, it is the natural first place to be seen.

The pages we worked on
What it does for LMC

The storefront a buyer checks before they message.

  1. Reels & StoriesShow the stone to people who don’t follow yet
  2. The profileReal slabs, quarry and warehouse, one page per market
  3. WhatsAppThe message button opens a chat with sales
Cut to
9:16 vertical4:5 feed
Paid ads
RunningMeta Ads product-sales campaigns, judged by how many people message.
How advertising turns into sales

Campaigns focus on product sales and on moving people from Instagram and Facebook into a direct message with the sales team on WhatsApp. The number of people who message the sales team is the metric that matters most to us.

  1. XCAPITALOne team behind every stage
  2. 01ContentPhoto, video and design made on-siteWe produce it
  3. 02Meta AdsProduct-sales campaigns on Instagram & FacebookWe run it
  4. 03Direct messageThe viewer starts a conversationWe measure it
  5. 04Sales teamPicked up on WhatsAppAd turned sale
See the numbers
The metric that matters mostPeople who message the sales team
View the work on @lmc.uae
Advertising Campaigns (Meta Ads)

What the campaigns delivered.

Figures below cover Meta ads only, in AED. Campaigns are focused on product sales and driving direct messages from Instagram and Facebook to the sales team's WhatsApp — the number of people who message the sales team is the metric that matters most to us.

Total spent
AED 362.19
Across three campaigns
Total leads
153 messages
People who messaged the sales team
Cost per lead
AED 2.36
Average across the snapshot
01

Bietra Grey Abu Jawad — Engagement

48
Conversations started
AED 2.16
Cost / conversation
7,260
Reach
11,563
Impressions
AED 103.62 spent
02

Travertine Mix Abu Jawad

Lowest cost per conversationMost conversations
64
Conversations started
AED 1.76
Cost / conversation
5,235
Reach
10,272
Impressions
AED 112.57 spent
03

5-Day KSA Campaign

Widest reach
41
Conversations started
AED 3.56
Cost / conversation
8,365
Reach
16,127
Impressions
AED 145.99 spent
Total spent
362.19 AED
Bietra 103.62Travertine 112.57KSA 145.99
Total leads
153 messages
Bietra 48Travertine 64KSA 41
Cost per lead
2.36 AED
Bietra 2.16Travertine 1.76KSA 3.56

⚠ This snapshot reflects three specific campaigns only and doesn't include ongoing, always-on campaign data. In line with our client confidentiality policy, we don't disclose further customer or financial detail beyond this summary.

Step 04Website

The power of a great website for LMC.

A good website elevates a company in more ways than one. For LMC, it showcases branding, products, and company information — while directly driving sales through better product categorization across the full Marble, Travertine, Onyx, and Granite catalog.

www.lazulitemarble.com
The catalog, in four families

LMC’s own slabs, photographed for its product pages; counts as the site listed them in September 2026. Onyx is a reference photo by Kevin Walsh (CC BY 2.0) until LMC’s own is online.

What the site does for LMCPick one to see it on the site.

lazulitemarble.comThe Lazulite Marble Company website on a desktop screen

Real captures of lazulitemarble.com.

Why XCAPITAL

Why businesses like LMC stay with XCAPITAL.

Signing takes one meeting. Staying takes reasons.

LMC × XCAPITALWorking together since 2021

  1. [ 01 ]

    One team that knows the business.

    Brand, content, ads, the website and XMS sit with one team, and the people who know the account stay on it. Nothing gets re-briefed, and nothing falls between vendors.

    Meet the team
  2. [ 02 ]

    Numbers they can check.

    Every lead is logged in XMS with where it came from and what it cost. LMC reads the results in its own system, not in a report we write.

    See the numbers
  3. [ 03 ]

    Records that stay theirs.

    XMS runs as LMC's own deployment, and the customer records belong to LMC, not to us. Nothing holds a client here except the results.

    How XMS works
  • Brand
  • Visibility
  • Sales
  • Operations
What the free audit looks at
Now onboarding partners · UAE & Iran

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