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Case

Huntsman Advanced Materials

Rebranding a global business division

Summary

Huntsman Advanced Materials, a division of the global Huntsman Corporation, needed to create a distinct identity with clearer value propositions and engaging communications that expressed its newly formed strategic vision. CBC created the ‘Made Possible’ platform, highlighting how the company is an enabler for innovation that brings its customers’ ideas, potential, and products to life.

About Huntsman Advanced Materials

Huntsman Advanced Materials is a leading provider of advanced epoxy, acrylic, and polyurethane-based polymer products. Serving many of the world’s foremost businesses across virtually every industry, the organisation enables greater innovation, performance, and sustainability to address global engineering challenges and contribute towards a better quality of life.

Huntsman Advanced Materials - Rebranding a global business division | CBC | Cross-Border Communications | Leading international B2B branding and marketing agency
Huntsman Advanced Materials - Rebranding a global business division | CBC | Cross-Border Communications | Leading international B2B branding and marketing agency
Challenge
Huntsman Advanced Materials’ senior management understood that marketing communications must be a strategic vehicle for growth, and that their existing approach was not fully leveraging this potential.

The company had just completed an extensive internal review that explored its strategic vision for the future. This highlighted how Huntsman Advanced Materials needed to focus its strengths and capabilities on its customers, meeting their needs and driving their success, while building sustainable thinking into every aspect of its business.

Following this, the challenge was to define where and how Huntsman Advanced Materials added the most value, and to find a way to communicate how the solutions it offers make customers’ ambitions achievable.
Solution
CBC developed the “Made Possible” platform, highlighting how Huntsman Advanced Materials is the enabler that brings its customers’ ideas, potential, and products to life.

Made Possible expresses the company’s unique ability to realise customer goals and support their success. It conveys that Huntsman Advanced Materials is far more than a chemicals company, delivering tangible value that goes beyond product features by empowering customers’ innovation and opening new doors of opportunity.

Underpinning the concept were clear value propositions and key messages that are centred around three compelling promises: Ideas Made Possible, Performance Made Possible, and Tomorrow Made Possible.

CBC developed a unique visual approach that could be used to engage multiple sectors in multiple formats, while remaining firmly underneath the Huntsman umbrella. This became the foundation for internal and external marketing materials, including brand guidelines, as well as several highly successful lead generation campaigns.

Huntsman Advanced Materials continues to work with CBC to develop its brand in key markets and support sales initiatives through inbound digital marketing programmes.
Challenge Solution
Huntsman Advanced Materials’ senior management understood that marketing communications must be a strategic vehicle for growth, and that their existing approach was not fully leveraging this potential.

The company had just completed an extensive internal review that explored its strategic vision for the future. This highlighted how Huntsman Advanced Materials needed to focus its strengths and capabilities on its customers, meeting their needs and driving their success, while building sustainable thinking into every aspect of its business.

Following this, the challenge was to define where and how Huntsman Advanced Materials added the most value, and to find a way to communicate how the solutions it offers make customers’ ambitions achievable.
CBC developed the “Made Possible” platform, highlighting how Huntsman Advanced Materials is the enabler that brings its customers’ ideas, potential, and products to life.

Made Possible expresses the company’s unique ability to realise customer goals and support their success. It conveys that Huntsman Advanced Materials is far more than a chemicals company, delivering tangible value that goes beyond product features by empowering customers’ innovation and opening new doors of opportunity.

Underpinning the concept were clear value propositions and key messages that are centred around three compelling promises: Ideas Made Possible, Performance Made Possible, and Tomorrow Made Possible.

CBC developed a unique visual approach that could be used to engage multiple sectors in multiple formats, while remaining firmly underneath the Huntsman umbrella. This became the foundation for internal and external marketing materials, including brand guidelines, as well as several highly successful lead generation campaigns.

Huntsman Advanced Materials continues to work with CBC to develop its brand in key markets and support sales initiatives through inbound digital marketing programmes.

Key deliverables

  • Brand communications platform
  • Visual identity
  • Divisional design guide
  • Divisional video
  • Divisional PowerPoint presentation
  • Product brochures
  • Internal launch materials
  • Stand design and all exhibition materials for a major international trade show
  • Sector-specific inbound marketing programmes
  • Social media posts

CBC developed the concept and theme for the campaign, encapsulating Huntsman Advanced Material’s value proposition in the words: ‘Made Possible’.

CBC developed a impactful visual style to build a distinctive brand identity in a traditionally conservative competitor landscape.

Huntsman Advanced Materials | A comprehensive brand guidelines  document was created to ensure the brand remains consistent across sectors, markets, and channels | CBC
Huntsman Advanced Materials | A comprehensive brand guidelines  document was created to ensure the brand remains consistent across sectors, markets, and channels | CBC

A comprehensive brand guidelines  document was created to ensure the brand remains consistent across sectors, markets, and channels.

The new branding was applied to all marketing and sales materials, including the development of a corporate PowerPoint presentation.

Huntsman Advanced Materials | CBC redesigned and rewrote multiple brochures and other sales materials to be aligned with the new brand identity
Huntsman Advanced Materials | CBC redesigned and rewrote multiple brochures and other sales materials to be aligned with the new brand identity

CBC redesigned and rewrote multiple brochures and other sales materials to be aligned with the new brand identity.

Huntsman Advanced Materials | CBC redesigned and rewrote multiple brochures, flyers and other sales materials to be aligned with the new brand identity
Huntsman Advanced Materials | CBC redesigned and rewrote multiple brochures, flyers and other sales materials to be aligned with the new brand identity
Icons examples
Icons examples

CBC developed a portfolio of icons that could be used across all materials to help convey complex information.

The new brand identity and messaging translated perfectly to a trade show environment, such as JEC - stand design
The new brand identity and messaging translated perfectly to a trade show environment, such as JEC - stand design

The new brand identity and messaging translated perfectly to a trade show environment, such as JEC.