Repositioning a company in brand-new ways.

Sartomer was an independent maker of specialty chemicals for inks, adhesives and packaging. The company was joining Arkema Group, a multinational chemical giant, and asked ab+c for help with the transition. To get a sense of Sartomer’s culture and products, we interviewed key executives, customers and stakeholders. What emerged was an appreciation for Sartomer’s heritage of innovation as well as its skill at helping customers remain leaders in their fields, truly becoming a partner in their success.

From the research study came Sartomer’s new look, tonality and customer-focused brand promise, “Innovating with you in mind.” Print ads, segmented by market sector, appeared in major trade publications. Electronic banner ads ran as well. Trade show exhibits and collateral materials also carried the new branding.

To communicate the brand to Sartomer employees, ab+c developed newsletter stories, on-site pull-up banners and a presentation for its CEO. The presentation explained why the company undertook the branding initiative and relayed some of the research findings.

Employee buy-in was crucial to Sartomer’s success. Employees are a company’s best brand ambassadors—especially those in the field, face-to-face with customers. And we helped get them excited to tell the story firsthand. Sartomer calls its rebranding one of the company’s most successful marketing endeavors ever.