As a resins company Nuplex provides products and solutions that are ingredients at the top of a global coatings food chain. The challenge is to communicate to its small but powerful group of technically minded procurement customers that Nuplex understands the complexity and precision involved in producing the right resin combination for their coating products.
Working closely with the global leadership team, we developed the concept of ‘rightness’ to communicate what lies at the heart of complex resins business. For Nuplex, the concept of ‘rightness’ is achieving the ‘right chemistry’ within their suite of products and partnerships with their clients. To achieve the right chemistry, Nuplex as a business has to act in the ‘right’ way to qualify the company as being Partners With The Right Chemistry.
Along with the revised identity system — a cropped photographic approach was developed with photographer David Straight to precisely highlight the varied coating applications Nuplex products are found in. From powder coated earth moving equipment to high gloss finishes on luxury cars — the cropped photography sets out a unique approach for a visual system. Designed to be implemented by multiple teams across the globe, simple, elegant and straightforward typography works in tandem with the bespoke photography to start a fresh conversation in the coatings industry.