Challenge
Gulec Chemicals is a chemical company headquartered in Nuremberg, Germany. They are a leading producer of non-halogenated flame retardants FLAME RETARDANTS: A burning PR issue We live surrounded by highly flammable plastics. They are an integral component of our phones, computers, furniture, cars, trains and airplanes. When accidents, mishaps, and technical failures occur, flame retardants prevent or slow the spread of fire in these dangerous materials. For decades, toxic and harmful conventional halogenated flame retardant solutions compounds were the norm, impacting public perception of these products. With reports on their toxicity piling up and an increase in regulation efforts, flame retardants have come to have a profoundly negative public image. CHANGING THE PARADIGM: Amplify safety, access new markets We partnered with Gulec in 2019 to deliver an integrated global B2B marketing,branding and design solution aimed at achieving the following goals: ? changing negative public opinion about flame retardants by increasing awareness of their safer non-halogenated flame retardant alternatives ? supporting expansion in Asia markets, after opening their new office and production facilities in China ? creating and executing a long-term strategy to support Gulec to become a world leader in non-halogenated, safer flame retardant solutions
Solution
GERPHOS: A red-hot B2B brand A disruptive product in its class needed an equally daring branding approach. We’ve created a distinctive GERPHOS brand with a bold visual language. It’s easily recognizable and efficiently communicates Gulec’s message about the product’s novel features in both European and Asian markets. The GERPHOS logo and visual identity borrow their triangle graphic elements from Gulec’s company logo. The constructed flame symbol, paired with bold, technical typefaces helped us to stretch the new visual identity beyond the conservative visual language of its parent brand. SET FIRE TO BORING: New business growth with engaging technical content GERPHOS is not only a safer flame retardant; it is also a product which has created a new industry category. While conventional flame retardants are exclusively designed to prevent or slow down the fire, GERPHOS represents a new, next-generation flame retardancy framework. It does so by adding additional features to its primary function. Some of these features include improving PVC and polyurethane material properties, either by enhancing their electrical conductivity or strengthening their resistance to harsh weather conditions. To communicate these novel features to B2B prospects, we have formulated a content-robust communication strategy. A technical journal – Ignite Industries, reveals insights into research and application of next-generation flame retardants. The journal produces engaging content, distributed on Gulec’s social media channels, in email newsletters and industry trade fairs. To support Gulec’s further expansion into European and Chinese markets, we have launched additional Linkedin, Instagram WeChat and AdWords campaigns with factual, technical messaging. Our programmatic advertising campaigns targeted key personas in coated fabrics research and development. Both Asian and European campaigns resulted in the dramatic increase of online leads, with additional organic growth on social media channels.
Results
On Fire Our work connected every possible touchpoint. We developed the end-to-end experience, including naming, architecture, digital, print, social media, and trade fairs. Gulec’s ongoing integrated marketing, branding, and advertising campaigns are producing desired lead-generation results in both Europe and Asia. At the same time, Gulec is raising globally public awareness about safer flame-retardant solutions.
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