Sector : Manufacturing
Services : Brand strategy, identity, website global launch
Sector : Manufacturing
Services : Brand strategy, identity, website global launch
KRONOS
Modernising the brand for the future
01 Challenge
KRONOS developed the first commercial process for making titanium dioxide in 1916, the compound we depend on everyday to provide whiteness, brightness and opacity in everything from consumer electronics to the paint in our homes.
However, operating in an increasingly competitive environment with an ambitious growth plan, the leadership team recognised the need to modernise the brand to better reflect their vision, engage staff globally, foster a culture of innovation and better reflect the value they deliver to customers.
02 Solution
We undertook a visual audit of the KRONOS brand together with its competitors and held over 20 interviews with customers and internal stakeholders. We then held a series of internal workshops to explore the positioning idea and identity development.
We positioned KRONOS as we are ‘Brighter Together’, the belief in a brighter future where businesses and people can shine through collaboration and constant innovation.
Creative Directors Javier Garcia and Frank Schroeder undertook many iterations to evolve the identity from depicting an ancient god. We kept the hand movement of reaching out and encapsulated it in a triangular shape, thus creating a modern logo that works in the digital age. The brand was taken through to everything from the website to vehicle livery to packaging and hard hats.
03 Outcome
We created brand champions globally across the 19 countries they do business in and created a brand book given to every employee of what how the evolved branding would help KRONOS to build the future they want to see.
