How can a global specialty chemicals brand optimize its corporate communication to boost its image as market leader?


A global specialty chemicals brand wanted to strengthen its positioning as premium technology leader, and position its key product brands as leaders in their application fields. An additional goal was to launch a campaign to substantially boost awareness, image, and reputation, as well as to unify the logo system and strengthen the corporate identity across different business sectors.


globeone developed and rolled out a consistent global brand campaign, utilizing spill-over effects from product brands to the corporate brand and vice versa. Various corporate and business unit images were developed for print, events and digital use. Overall, the campaign succeeded in increasing the brand’s perception as unique and technology-driven, with innovative, premium products.