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Hamburg
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Discover Value

Clariant, Brand Campaign, since 2014

Why

The Clariant brand was fundamentally renewed in 2012. From the beginning the goal was not just to visually update the brand identity, but to also enhance it at a communication and content level. For this, Clariant commissioned MUTABOR to develop an overarching communication motto for the brand. It was to make the abstract world of chemistry once again more accessible. It was to elucidate that Clairiant’s products affect us all. And it was to position the topics of innovation and sustainability at the center of communication. Now, how do you explain chemistry within the framework of storytelling, so that the stories are not only relevant to businesses, but also easily understood by everyone? And how do you integrate this kind of communication into the newly developed brand?

How

In a strategic process the brand campaign was conceptualized, which was completely based on Clariant’s spirit of discovery. This communication motto got the name »Discover Value« and became the fundamental disposition of the company. Discover Value stands for an ever-present drive to discover and improve found in each employee, from product developer to site manager. This disposition and its facets were crystalized in a manifest called »Brief History of Change«. It is a values canon as well as a source of inspiration. With the Papercut style, Discover Value acquired its own design language. The filigree editing and shading leave not just a lasting impression, but translates the constant drive of wanting to discover even more behind the ordinary, with unmistakable imagery.

What

To highlight Clariant’s sustainable and innovative products, interactive Discover Value stories were developed, which appeal to just about anyone – not just chemists. Originating from an Online Hub, the Discover Value stories open an entirely new world to the observer. An emotional film introduces the user to megatrends like mobility, nutrition or climate protection. Through each of these stories you enter a narrative leading to the concrete product solutions of Clariant. They show how Clariant employees actively create value by presenting their product development in a more simple and emotional way. For the personal discovery stories and to more strongly anchor the mindset in the company itself, »Discoverers Wanted« and Clariant’s own social network for their employees were developed.

Icons

The over 300 custom icons advertise in their specific design language the most important benefits of Clariant’s products or are part of infographics that explain complicated processes.

Icons

The over 300 custom icons advertise in their specific design language the most important benefits of Clariant’s products or are part of infographics that explain complicated processes.

Interviews

With interviews or individual quotes, the people behind the products get their voice. And face. Through laborious shootings Clariant imagery was brought to life. Additionally, external experts objectively reported on the background.

Interviews

With interviews or individual quotes, the people behind the products get their voice. And face. Through laborious shootings Clariant imagery was brought to life. Additionally, external experts objectively reported on the background.

Papercut

The filigree Papercuts symbolize the constant spirit of discovery and permeates the entire Discover Value communication, from product ads to infographics, on into animated explainer videos.

Papercut

The filigree Papercuts symbolize the constant spirit of discovery and permeates the entire Discover Value communication, from product ads to infographics, on into animated explainer videos.

Infographics

Chemical reactions or processes are often through Infographics entertainingly or attractively designed. They provide the user not only with essential Information, but also were specifically developed for multiple utilization.

Infographics

Chemical reactions or processes are often through Infographics entertainingly or attractively designed. They provide the user not only with essential Information, but also were specifically developed for multiple utilization.

Did you know?

To bridge the gap from larger societal demands to Clariant’s concrete product solutions, fitting infotainment elements like fun facts or unusual statistics were researched and designed for the Discover Value stories.

Did you know?

To bridge the gap from larger societal demands to Clariant’s concrete product solutions, fitting infotainment elements like fun facts or unusual statistics were researched and designed for the Discover Value stories.

One disposition in 3 chapters: To generate a company-wide, value-oriented disposition, the Brief History of Change was published. It documents how Clariant wants to advance change, accelerate innovations and create value. The booklet tells 12 entertaining stories in 3 chapters: Change, Discover and Value.

The Discoverers Wanted campaign anchors Discover Value within the entire company, in which all the employees of Clariant are activated. Through the online platform personal Discover Value stories can be shared, through which the new disposition becomes concrete and vivid while nurturing the company culture.

Skills

Corporate identity, Photo production, Illustration, Motion graphics, Infographics, Communication campaign, Web design, Digital branding, Copywriting, Copy editing, Text creation, Naming, Content marketing, Storytelling, Film production, Directing, Production, Strategic concept development, Strategy workshops, Internal branding, Communication strategy