Even for an experienced communications agency, it is still a very special experience to create a brand from the ground up. When H.I.G. Europe, a leading global private equity investment firm, entrusted its latest acquisition to us, it neither had a name nor a brand identity, but it did have plants, products, hundreds of employees and customers, a long to-do list and, of course, a tight deadline.
PLIXXENT as a company is the result of the carve-out of former sites belonging to the Covestro Group that develop polyurethane-based systems (such as rigid foam insulation materials and soft foam mattresses). The PLIXXENT brand, however, is our creation. Starting with the vision and mission statement, we used various workshops to work with the stakeholders to come up with a canon of values, an identity and a tonality, finishing with a corporate design that confidently projects this identity so that it is visible to all.
At the same time, we provided support during the creative and legal process of naming the brand. This task is frequently underestimated because, when it comes to registering new brand names, the chemicals industry is one of the toughest industries around.
Just in time to mark the new company’s first official day of trading, PLIXXENT was ready to debut as a complete brand with the full range of corporate stationery, communication strategy, sales materials and much more.