Case Studies:
Consumer | Technology | Healthcare | B2B | Corporate Identity | Non-Profit
the client: Syngenta
the need: Verbal Brand Development
the solution:
Syngenta is a world leading agribusiness company operating across all major areas of crop protection and seeds. Their vision is "To be the leading provider of innovative solutions and brands to growers, and to the food and feed chain." BrandClarity was retained to develop a new verbal brand for a herbicide that provides opportunity in cotton, sugar cane, and almond and citrus tree crops. It is a low dose herbicide that allows growers to use less per acre with maximum results. It is environmentally safe, and fits into the Round-up Ready system, as well as conventional systems. Through our Verbal Development process, the name Envoke was derived from the word "invoke" meaning, "to call on for assistance, support, inspiration." It conveys the primary attributes of the product in making the lives of farmers easier through its strength and reliability.
the client: Dow AgroSciences
the need: Verbal Brand Development
the solution:
BrandClarity was commissioned to craft an umbrella name for a line of crop protection products created through the collaborative efforts of Dow AgroSciences and Pioneer. While preferring a compelling identity that would emphasize the appropriate messages of enhanced and economical insect control, Dow AgroSciences also needed a simple name that would avoid causing confusion in the marketplace. After intensive brainstorming, market research, and international linguistic evaluations, the name HerculexTM was chosen as the preferred umbrella brand for the line of products. Successfully communicating the idea of strength and power, HerculexTM also alludes to efficacy and innovation in unprecedented insect control. This new name provides the product with a personality, thereby enhancing memorability.
the client: Allied Signal
the need: Verbal Brand Development
the solution:
AlliedSignal developed a five-star safety performance seatbelt fiber to increase occupant safety and lower safety-restraint costs. The fiber is designed to slow and lessen a passenger’s impact during a collision by providing protection in response to the occupant’s mass. AlliedSignal turned to BrandClarity to develop a name for this technological breakthrough. The objective was to create an identity that would speak directly to the emotions of the market by promising a reliable and secure product. Extensive market research indicated that SecurusTM, a Latin word meaning "security," most effectively communicated the emotional message of safety, and positioned the fiber as an innovation capable of enhanced restraints for occupants.
the client: ABAC American IMC, Inc.
the need: Verbal Brand Development / Visual Brand Development
the solution:
ABAC American IMC, Inc. has been a third party provider of air compressors in North America since 1981. BrandClarity was retained by ABAC to develop verbal and visual brands and package design for two new lines of air compressors. The name Rockworth was developed, as well as two sub-brand names. PowerTask was created as the verbal brand for the compressors targeted towards the growing do-it-yourself market. ClassicAir was developed for the light construction professional line of compressors. Both names connote ideas of strength, durability and respect. The resulting logos and package systems differentiate themselves through color while maintaining a strong relationship across the two sub-brands. Product labels were designed to highlight capacity and performance.
