Materia, a specialty chemicals and materials firm founded to commercialize a Nobel Prize-winning catalyst technology, had achieved considerable success in the pharmaceutical, materials and renewables industries through a series of licensing and joint venture agreements. Using its catalyst, the firm had discovered a new thermoset resin with the even greater potential to make the composite materials used in wind turbines stronger, cleaner and cheaper—and to make wind-generated power more reliable and more affordable for everyone. With this new material, the firm was on the verge of explosive new growth, but it needed a positioning and identity platform for this new product that would simultaneously interest potential investors and attract prospective customers in a variety of countries.
Through internal and external stakeholder research, we discovered that while the customer cost of evaluating materials was high, so too was skepticism about purely academic innovation. As a result, we developed a brand positioning that presented this new material’s game-changing benefits in familiar terms, presenting it as the next generation material for an industry that was accustomed to the performance—and limitations—of traditional epoxy-based composites. With the positioning defined, we created a new name—Proxima—identity and set of sales and marketing materials that not only captured and expressed the brand’s positioning clearly, it resonated clearly with audiences all over the globe.