With a £5bn turnover and a global leader in speciality chemicals and advanced materials, Rockwood Holdings places innovation at the heart of everything it does, employing cutting-edge technology to bring eco-efficient products to market. Since its formation in 2000, the company had grown rapidly by both acquisition and expansion. The rapid growth lead to a fragmented brand which lacked clarity and didn’t communicate the new company vision.
We conceived a strategy that would merge all the new companies under the Rockwood umbrella. The new Rockwood brand highlighted their core strengths; cutting-edge technology, advanced materials and their ability to respond with speed and agility. Initial reaction to the Rockwood brand proposition has been extremely positive, following the launch at China Coat, the world’s largest speciality chemicals and advanced materials exhibition.
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