Where we started 

When Covestro spun off from Bayer, the company already had more than 80 years of experience in high-tech polymers and a solid position as one of the world’s leading manufacturers in the chemical industry. With a strong industrial heritage and a listing on the DAX, Covestro was known for technical excellence, but its public profile lacked the dynamism and visionary edge of an innovation-driven brand. At the same time, Covestro was in the middle of a strategic shift: a new CEO, a new corporate strategy, and a bold vision to become fully circular. To make this transformation tangible for stakeholders, Covestro needed not only a new purpose-driven positioning and strategic corporate messaging, but also modern, agile communication structures that could tell its story effectively across markets and target groups. 

 

How we enabled the transformation

We developed a comprehensive brand and communications foundation that elevated the company’s strategic positioning. At the core stood the purpose-driven brand framework, brought to life through a corporate messaging framework, a new value system, and the award-winning brand campaign “Pushing boundaries”. To give Covestro’s vision – “We will be fully circular” – a distinct voice, we co-created  holistic circular program brand, including name creation, architecture and activation concepts, making the circular economy strategy tangible for customers and other stakeholders. To future-proof communication structures, Globeone co-created & implemented Covestro’s  COM Hub – a fully digital corporate newsroom. This lean, agile concept integrated regional teams, broke down siloes and introduced new collaborative ways of working, ensuring that the strategically relevant storytelling reached the right staheolders with the right messages. Finally, we supported Covestro’s leadership transition and positioned the company as a thought leader in circularity through messaging mapping, integrated editorial planning and platforms. 

 

Covestro today

Nowadays, Covestro is recognized not only as a leading manufacturer of high-tech polymers but as a driver of sustainable innovation. Its purpose-driven brand profile has been sharpened, earning the German Brand Award, while its corporate newsroom has set a new benchmark for agile communications in the chemical industry. 

 

Services & focus 

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#SpinOff 
#CorporatePositioning 
#BrandStrategy 
#CommunicationStrategy 
#DigitalNewsroom 
#CEOTransition 
#ThoughtLeadership 
#ChangeCommunication 
#CorporateCulture