About the project

Challenge

This brand’s special sub-division has its own key visual and identity, so the challenge is to generate a graphic and wording concept that can be related to the parent division but enables the primary business line to have its OWN identity. The special concept is ‘Small Amount. Big Effect” is represented by the visual of “the world captured in a drop”, since you only need a small amount of this brand’s additives to make a significant difference. The challenge is to develop a strong binding concept that can convey the main benefit of the primary business line and can be also adapted to all its specific businesses – in a first step mainly to its four main end markets.

Approach

jovoto curated eleven creatives for the first phase. We tasked the team to develop a key visual concept with a powerful claim and tagline that carries seamlessly across all products, services and knowledge of the business line and positions it as the world’s leading solution provider in interfacial chemistry (across different industries and applications). The client’s favourite ideas will move onto the second phase for further refinements.

Outcome

The creative team came up with a total of 31 ideas in the first phase, with some being crazy outside-the-box to very simplistic but effective. The creatives bewondered us with their speed, quality, and freshness of ideas. Three creatives were asked to continue developing their ideas in the second phase.
 

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