curseur

A billion dollar merger in need of a brand and name fast

The ask was straightforward, yet encompassed layers of considerations and complexities — all in an aggressive three-month time frame. A leading specialty materials makers, purchased another industry leader and needed a name, logo, and identity for the brand-new entity. But this was more than just a coat of new brand paint and a catchy name: It was bringing together two companies with long histories, proud workforces and strong identities that, when combined, would transform into a globe-spanning giant with over 70 manufacturing facilities and 9,000 employees worldwide. A “New Co” positioned for global leadership, complete with the culture, vision and values worthy of its ambitions.

The brand and archetype exploration described New Co as smart, disruptive, innovative, knowledgeable and, above all, transformational. We began circling two concepts — “alchemy,” the study and practice of changing and creating new materials (transformation); and “new era” or “new generation” for the future to come — that, when combined as “Alke-Gen,” yielded something unique and future-forward, just like the two companies that came together to create it.

The birth of the brand
Soon enough, a logo that could be easily translated across Alkegen’s global workforce took shape. The key element “Alkegen Arc” rendered in the brand’s signature green represents a bridge from today’s technology to a brighter, cleaner future. The instantly iconic arc was quickly put to work across a range of touch points and symbolizing several meanings such as a connection, or bridge between two materials or from material to end-user.

The brand guidelines were built in real time as we simultaneously designed the trade show booths, announcement and sales videos — and, most importantly, the website.

It was a tall order but made possible with lock-step collaboration. In the end we had a strong brand that is modern yet timeless and has the power and simplicity to be understood and loved by employees on all seven continents. We even made it to Times Square.

Launch Project Site