Rebranding is an exciting and perilous endeavor. It signals a change to the very core of an organization, and those effects ripple across almost all communications.

With DuPont recently spun off its joint venture with Dow Chemical, a new brand expression was an opportunity to reinvigorate the message and strengthen overall positioning.

It was critical to bring clarity and understanding to the brand’s purpose both internally and externally and define the future on a product level to its customers.