Unlocking innovation with hindsight, insight and foresight
For more than a century, CAS has been the go-to resource for innovators, driving breakthrough discoveries that improve people’s lives. But big tech and even bigger misconceptions were challenging their position. We helped support their desire to transition from database to solutions provider, with a refreshed brand that’s as disruptive, modern and versatile as they are.
project
CAS Brand Repositioning
client
American Chemical Society
Services
Brand Strategy
Brand Architecture
Brand Identity System
Naming
Tone of Voice
Messaging
Motion Design
Digital Design
Brand Campaign
COLLABORATORS
.webp)
Simplicity wins
In interviews, we heard that CAS’s unique strength lies in its ability to turn complexity into simplicity. This insight informed our strategic idea of ‘Cutting Through The Chaos’ and became the catalyst for their brand icon: a modernisation of their historic benzene ring into an interpretation of a hexagon, the universal shorthand for chemistry.
INSIGHT
From database
to solutions provider
_1.1%201.webp)
_1.2.webp)
_1.2.webp)
_1.3.webp)
CONNECTION
At the core
In science, every new discovery builds on what came before. These ‘connections’ became the heart of a new identity system and acted as a vehicle for storytelling, unifying the hindsight, insight and foresight provided by CAS.
.webp)
Sparking standout
The rebrand was the catalyst for some serious results. Category standout jumped to 59% in academia and 60% in commercial industries, with 60% of employees and 83% of prospective clients now feeling more positive about CAS. The perceived value of services also rose, with 54% having a better perception of CAS’s capabilities and 56% seeing more value in their solutions.
.webp)
Growth
54%+
54% of audiences had expanded perception of capabilities, 56% saw broader value in the CAS solutions.
Standout
59%+
59% standout in academic industries, 60% standout in commercial industries.
Fandom
83%+
83% of prospective clients felt more positive about CAS, 60% of employees felt more positive about CAS.
No items found.
Complete brand experience
No items found.
Next Up...
scrolL to QUICK jump