ABOUT

CONTEXT
Unless you’re from Copenhagen it’s unlikely you’ve heard of Topsoe. They are a quietly brilliant Danish chemical engineering company. Brilliant in the sense of being a world leader in chemistry R&D. But quiet. But now is not a time for them to be quiet. Topsoe's R&D investments now offer decarbonization solutions ranging from low carbon fertilizer for farmers to low carbon transport fuels, with potential to significantly impact decarbonization efforts. But they didn’t have the brand to do this. They needed a visual identity to match their vision to be recognized as a decarbonization leader.

BRIEF
Topsoe’s specific objectives were to design a new visual identity which could engage customers outside their traditional core; to energize Topsoe’s workforce around the vision; and above all to turn commitments into action. Our objective Show Topsoe as the how and now of decarbonization, a highly extrovert pragmatist here to guide business leaders.

DESIGN SOLUTION
Our idea was fuelled by the chemistry of balancing two opposites; flexibility and simplification. An environmentally conscious palette that is highly extroverted and fully accessible. Photography that captures decarbonization at scale. A logotype reflecting the world’s tipping point. Anchored by the T Grid – the orchestrator of elements. A magnetic identity implies action and drives change.

RESULTS
The new identity has united thousands of employees behind the vision and is signalling to business leaders and the wider world that Topsoe is a leader to get behind. We are making Topsoe synonymous with decarbonization.

Topsoe has seen a huge increase in its follower numbers and engagement. In the month since launch, Topsoe has seen a 30% increase in Twitter impressions, 55% increase in Twitter profile visits, 76% increase in Linkedin shares and a 100% increase in LinkedIn engagement rate. The number of website visitors is up massively, more than 230% YoY.

In other words, in just the first month since launch the new Topsoe brand has already proven that it can instigate business leaders to act. From talking the talk, to walking the walk, all from a new brand.

CULTURAL CONTEXT
Businesses know why they need to decarbonize. And yet the why of decarbonization remains the dominant narrative in the media. Companies don’t need more why, they need decarbonization partners who can show them how.

MADEIT CREDITS

  • Haldor TopsoeClient
Annual 2023 SilverTopsoe brand refreshB to B Annual 2023 SilverTopsoe brand refreshGraphic Annual 2022 GoldTopsoe brand refreshBranding Project featured: on 7th July 2023 Contributor:

Interbrand London has been a Contributor since 25th November 2015.

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