Rethink, refresh and reinvigorate a brand – in a hurry
In an ideal world, any significant corporate change comes with a sufficient timeline to rethink, reposition, rebrand and rework materials. But the business world is never ideal. It requires agility. Flexibility. Creativity. And a wide range of capabilities. Those are exactly the qualities that Hexion knew it could get from Graphica.
The challenge: Bring new meaning and benefit to a corporate change
The marketing leadership team of this $5 billion global leader in resins and specialty chemicals (for the automotive, wind energy, forest products, mass transit, aerospace and oilfield industries) was notified of a company name change and rebrand…and given three months to execute. Additionally, senior leadership saw this as an opportunity to refresh the corporate image.
Our solution: Partnership and pre-eminence
Industrial materials can easily be mistaken as parity commodities. Their benefits need to be emphasized and the manufacturer’s added value made clear. The Graphica team refreshed the brand positioning, leveraging the brand’s history of leadership and reputation for hands-on partnership, which was encapsulated in the new theme “ Helping you make it in today’s world.” In less than three months Graphica translated that new position and theme into a striking logo and look for over 100 marketing pieces used at 60 different global sites.