THE CHALLENGE 

Catexel are a speciality chemical business. From the new brand positioning of ‘Catalyst for Change’ a brand identity had to be developed. It had to look and feel different whilst showcasing that Catexel are change leaders; developing technologies that help create cleaner, faster and safer ways of working that, in turn, help the planet.  

THE SOLUTION 

The logo: The earth-like crystal structure evokes the connection between what Catexel do and how this ultimately helps create a better future for the planet. Colour change within the crystal structure brings energy and movement to the shape. The ‘x’ in Catexel acts as a support for the earth, holding it up and hinting at how the change they create helps the planet as a whole.   

Tesselation patterns: 3 unique pattern’s were created with a multi-faceted surface that shift in colour to bring energy and movement. These patterns were a symbol of the positive change Catexel created and were strongly applied to all communications.    

Reportage photography: A set of reportage photography was commissioned to showcase the energy, dynamism and precision of the Catexel employees.  

Brand book: A detailed set of brand guidelines were created to tell the story of Catexel in a consistent way.