Clariant: CLARIANT BRAND PRESENCE

Credits & Description:

Advertiser: CLARIANT INTERNATIONAL
Agency: MUTABOR DESIGN
Category: Consumer Services
Advertising campaign: CLARIANT BRAND PRESENCE
Creative Direction: Alexander Hanowski (Mutabor Design )
Project Management: Anne Wolkodaw (Mutabor Design )
Project Management: Andreas Koch (Mutabor Design )
Architecture And Product Design: Claudia Graupner
Art Direction: Antje Adamovski (Mutabor Design )
Architecture And Product Design: Christin Marczinzik
Digital Concept: David Gilbert
Design Direction: Holger Schardt (Mutabor Design)
Communication Design: Kai Riemland (Mutabor Design)
Architecture And Product Design: Johanna Becker
Art Buying: Julia Peukert (Mutabor Design )
Copy: Maren Märzke
Communication Design: Leo Feuchtenberger (Mutabor Design)
Art Buying: Marita Theiling (Mutabor Design )
Project Management: Max Henker (Mutabor Design )
Cutter: Sabine Panek
Communication Design: Oliver (Mutabor Design)
Project Management: Susanne Mühl (Mutabor Design )
Final Artwork: Susanne Weber
Creative Direction: Sven Ritterhoff (Mutabor Design )
Final Artwork: Thorsten Keller
Design Direction: Tillmann Beuscher (Mutabor Design)
Final Artwork: Tina Paschke
Illustration: Uli Knörzer
Design: Jan Hartwig (Mutabor Design )
Communication Design: Karoline Borsch (Mutabor Design)
Copy: Kirsten Lenz
Design: Leo Schn (Mutabor Design )
Illustration: Lisa Funke
Copy: Oliver Müterthies
Communication Design: Sarah Goßner (Mutabor Design)
Architecture: Tobias Huber (Mutabor Design )
Copy: Wolf-Eike Galle
Creative Direction: Axel Domke (Mutabor Design )
Project Management: Beate Jeska (Mutabor Design )
Design: Dominik Lanhenke (Mutabor Design )
Architecture And Product Design: Jennifer Heimann
Project Management: Kathrin Diekmann (Mutabor Design )
Design: Sebastian Kühnel (Mutabor Design )
Communication Design: Silvia Bubel (Mutabor Design)
Design: Somi Jung (Mutabor Design )
Art Direction: Steffen Granz (Mutabor Design )
Design: Tatjana Adomat (Mutabor Design )

Brief Explanation
The brand relaunch was the cue for the company to head down a new path.Instead of focusing on the performance of a wide range of products, the company reflected on the actual meaning behind its actions: the appreciation of our planet, people and the performance they can provide and expect in return. Based on this outlook, a new brand model was born with a new set of values.The brand message ‘what is precious to you?’ conveys the brand essence of appreciation as an expression of esteem and sustainability.At the same time, it invites dialogue.

Implementation
In an interdisciplinary process, a media package was developed that could be adapted globally, including all the relevant channels of communication, such as corporate design, website, campaign, signage, architecture, 3D identity, corporate publishing, and film and motion design. The visual basis here is the brand code of ‘clarity’, which also stands for transparency and space, defining the tonality of all design parameters and communication activities.

Client Brief Or Objective
Clariant is a global Swiss group that deals with specialty chemicals. In recent years, a major rebranding process has taken place. The vision: to become the global leading company for specialty chemicals. Innovative, competitive and able to offer above-average value for the environment and society.A new, holistic brand image was required to bring this vision to life.