When a merger brought together four organizations to form a $5 billion company with 7,000 employees and 100 facilities worldwide, time was of the essence. Virtually overnight, the new company became the global leader in binding, bonding and coating resins—with no name or unified brand. Graphica worked with the company’s marketing communications staff to develop a new name, corporate identity and brand strategy.

Defining a brand that employees could rally behind became the top priority. Playing off the hexagon shape associated with chemistry, Graphica devised the company’s new name—Hexion Specialty Chemicals—and its bold corporate identity. Structured, high-impact elements reinforce Hexion’s weight in the market. A brand strategy that promotes trust and expertise links the new company to its collective heritage of innovation.

Equal parts inspiration and well-ordered strategy, the new corporate identity and brand strategy have proven crucial for communicating Hexion’s story and vision on a global scale. Precise identity guidelines reinforce the story arc with a consistent image and voice. The result? Employees and customers instantly recognize that Hexion as a whole offers superior value over the sum of its parts.