To celebrate its 15 years of history, its successful global growth strategy and, thus, mark the beginning of a new cycle, Braskem petrochemical company has placed in CBA B + G the challenge of, together, redesigning its identity. The brand will follow the company in its evolution and expansion trajectory.
In face of this context, we were challenged to strategically understand the connection points between Braskem’s culture, its corporate values and future contexts, both for the industry and for the world. With these issues aligned, from its purpose, the brand platform underwent a reviewand the new identity expression was developed to represent the Braskem's essence, 'B way of being', and, thus, portray its most human and innovative side, as well as strongly inspire the internal team, the customers and all its stakeholders.
We have immersed ourselves in the Braskem’s universe to understand its real strengths, opportunities and ambitions. It was through the understanding of this trajectory and of important achievements that its guiding thread and pillar of greater expression and support emerged: to be a company oriented to people and by people – human oriented - who evolve ideas in an innovative way, with a look ahead - forward thinkers -. In face with this scenario and, strongly influenced by the same spirit, we revised the brand’s platform and gave birth to the new identity.
Through the brand, we represent the Braskem’s essence, aimed at people with a bold and creative spirit. We reflect the organization's commitments to its new colors: Blue represents the return of its primordial values and the commitment to sustainability and the planet; Yellow, the energy and guidance to people. Together, these two colors transmit strength, movement and resilience, materialized in the "B", symbol that projects itself after of the name and brings the arrow in its counterform, representing the positive attitude and the look towards the future.
This work represents an important step for the company, to positively reenergize all the brand's public. The platform and the new identity are the result of an ideal combination of strategy and creativity, the perfect interaction between strategists, designers and customers.
"The Braskem brand symbolizes our ambition to continue evolving as an important player in the global petrochemical sector, acting constantly towards people's development and focused on delivering chemical and plastic sustainable solutions, in order to enhance society’s well-being and quality of life.", Fernando Musa’s words, Braskem's global CEO.