Ascend Performance Materials
Ascend Performance Materials is a leader in the supply and manufacturing of world-class chemicals, fibers, and plastic products. Ascend approached Herring to take a visual audit of their corporate brand and existing materials and develop an overall brand identity that could be applied throughout all their communications. We started by making only slight modifications to their established logo and then expanded their visual guidelines by developing a “visual hook” that would help build a cohesive visual identity. We addressed details such as typography and color palette during this initial phase.
Our Services
- Brand Architecture
- Brand Implementation
- Visual Identity System
- Brand Book & Guidelines
- Photography Direction
- Printed Communications
- Internal Communications
- Environmental & Trade Show Design
Building the brand from the inside out
After expanding the visual identity, we teamed up with the communication team to implement it through internal communications. These internal initiatives were important for several reasons. Not only did they demonstrate to employees how the branded visuals could be used, but it was essential that we worked with Ascend to test drive the new materials that we were developing. This allowed us to continue our collaboration with the client and refine the identity through various iterations. Together, we created multiple internal campaigns such as safety, process, and recognition.
Seen in the right environment
With Herring’s help, Ascend took their brand voice out on the road. Ascend showcases their products and services to international audiences and we were given the opportunity to assist in guiding the team through the implementation of the brand across three-dimensional environments. We provided direction on materials, messaging, and design. We worked alongside the local communications team and international fabricators to design and construct the physical representation of the Ascend brand. Each booth was custom built so we had to make certain the brand we designed could be flexible enough to work across different media and easily be implemented when needed.
A customer-facing brand
When it came to marketing materials that Ascend would use outside the office, we focused on making sure the visual brand maintained consistency but could also have a personality of its own. Whether we were developing new product brochures or creating new advertisements, we kept our eye on the overarching brand language.
