Customer chemistry

Incorez Customer chemistry

Delivering great custom chemistry. Through customer chemistry.

Founded in 1986, Incorez Ltd is an industry leading manufacturer of polyurethane and epoxy technology supplied globally to producers of coatings, adhesives and sealants.

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  • Business



  • Brand Campaign
  • Brand Strategy
  • Brand Workshops
  • Digital Strategy
  • Web Design
  • Web Development
Brand Development by Absolute

Personas and positioning

To help us gain a clearer understanding of a typical Incorez customer, we ran one of our Absolute Clarity workshops with the client. This is an important part of any project and allows us to create personas for a client's target audience, so that we can always refer back to them when creating any communication piece, and also to make sure it has more relevance to the customers we’re talking to.

What makes Incorez different is their ability to create bespoke products for their customers. Working from their innovation centre, they take a more personable approach by working with you to develop products to your exact requirements, rather than the generic off-the-shelf options that some of the larger companies produce. They call this ‘custom chemistry’ and it is their unique point of difference in the marketplace. We developed this further by highlighting that it is also ‘great customer chemistry’ that sets them apart from similar companies, and gives them clear space to operate in.

A brand building exercise

It was quite clear from the outset that the existing brand wasn’t working hard enough to communicate the companies unique position. Without changing the established identity, we set about developing brand assets around it, so that it sets Incorez apart from anyone in that sector. We introduced an additional colour palette to brighten the brand up and move it away from looking too corporate. We also changed the existing typography and brought in a stencil headline font that highlights the technical side of the business, in a more contemporary way. This was coupled with a complimentary text typeface to improve the legibility of information on all communications. And finally, to illustrate the fluid nature of the products, we created a dynamic graphic that gave us a flexible device to use across all brand collateral.

Brand awareness campaign

Great ideas are Absolute’s driving force, and Incorez are a great client to work with, because they’re open to creativity. With that in mind, we were commissioned to create a people focussed campaign that highlighted some of the companies unique selling points. We concepted, art directed and photographed a set of images that used a forced perspective style to communicate the benefits of working with Incorez. These were then implemented across a range of communication channels, from website banners to exhibition posters, to create a greater impact.

An online presence

Absolute’s approach to every project is typified with the creation of the new Incorez website. Our aim was to move away from convention in this sector and deliver a more engaging digital channel. We based the whole website on the fluidity of the product and the dynamic nature of Incorez, whilst maintaining and developing the brand tone-of-voice we had created. As always, we produced user stories before any designing had taken place, so that we could develop a really smooth user journey, which is key to delivering any great website. Through the use of animated parallax scrolling and subtle transitions we were able to create a flow through the content and a more intuitive navigation of pages with key signposting. This was all built and delivered through our very own Absolute Control CMS, to give the client greater control of content creation and management. So, you could say; ‘a custom website fit for a custom chemistry client’.