When leading materials science company Dow decided to incorporate sustainability into its brand strategy as a key competitive element, it needed a way to position its current and future products within the context of the overall Dow brand.
Previously, Dow sustainability branding occurred at the product level with offerings such as Revoloop, Renuva, Ecofast, Ecosurf and Sunsphere. There was no brand-level sustainability message or identity associated with Dow’s overarching idea of “Sustainability Science.”
The key challenge was to both fit within and complement the existing Dow enterprise brand; any rebranding
around sustainability had to be unmistakably “Dow” while also being distinctive.
We developed the concept of “sustainability pillars” under an overarching Sustainability Science umbrella that encompasses all sustainability activities at Dow. Each pillar is dedicated to a specific area of focus: carbon reduction, bio-based materials, recycled content, circular design, biodegradable materials and resource efficiency.
This framework would allow Dow to find a place for its existing sustainability-oriented offerings while creating a comprehensive sustainability brand architecture for future products.
The team developed a complete sustainability brand architecture, brand platform, pillar descriptors and brand names, messaging, logos and a visual system along with governance planning and implementation, including employee training. All work was based on qualitative research as well as an extensive verbal and visual audit of Dow and its competitors, including Dow’s corporate sustainability initiatives and reporting around its 2025 and 2050 sustainability goals.
Sustainability Science enables Dow to retain the integrity of its core enterprise brand while opening up new pathways for the future. The company is now introducing its sustainability brand and governance across all business units, communication functions and with partner agencies in preparation for a global rollout.