• Content Development
• Industry/Category Analysis
• Trend, Capabilities, Competitive Analysis

BRANDING & IDENTITY

• Brand Architecture Development
• Brand Positioning and Messaging

WEB DEVELOPMENT

• Architecture Development
• SEO Program

Sensient Industrial Colors, a part of Sensient Food Colors LLC, which is a business unit of Sensient Technologies Corporation, is a leader in the industrial colorants industry, but its presence in the industry was virtually non-existent from a marketing perspective, and its brand, due to having never been established, made few promises and communicated little to potential customers. In an industry that relies heavily on networks and personal connections, they were spreading themselves thin by relying only on personal contacts and networking, effective though they were. Our goal was to strengthen the company by developing the brand, creating a brand guide (to help unify the sales team), and creating a website that communicates its brand.

Because we have an established relationship with the parent brand, we had a foundation from which to develop the branding. But because this business part has specialized, unique marketing needs (including literally ten times the number of target markets as other parts of the parent brand), we decided to spend countless hours interviewing not only the managers but all of the sales force, the face of the company. Having interviewed and studied the responses, we then researched the competition, the many markets, and the end users of their colorants to assist in the development of the brand and the creation of a brand guide.

Brand guide in hand, we developed and executed a website that communicates the company in specific, unique ways, from the creative product database to the colorful, consumer-friendly visuals. Moreover, our dedicated, in-house writer developed all copy on the website since the company had little to no marketing materials from which to draw. The final result is a user-friendly, brand-consistent website that communicates a strong brand promise and, by its design, delivers on that promise.