From its base in Rotterdam, Basell Polyolefins was a giant in the polymers industry—the world’s largest producer of polypropylene and polyolefin products. Halfway across the world in Houston, Lyondell Chemical Company was one of the largest manufacturers of chemicals, plastics and fuels in the United States.
So when the two companies merged, becoming one of the world’s largest chemical, plastics and refining conglomerates, they presented Siegel+Gale with a critical challenge: forging an identity for this new powerhouse that captured the legacies of both organizations as well as the current strengths of the integrated portfolio of products.
To create a fresh brand while still maintaining the legacy of each separate company, we went with the straightforward name LyondellBasell. By pinpointing each of the companies’ complementary offerings and meeting at their intersection, we crafted a concise platform for the new merger: “Experts in Essential Materials.” With a new brand and a new brand statement, the underlying message was clear: LyondellBasell would deliver essential materials to its customers with exceptional value; in turn, those essentials would be used to make innumerable products stronger, safer, better.
Internally, the new identity helped to harmonize LyondellBasell’s cultural differences by focusing on the common truth. Externally, the clean yet confident logo and the redesigned website proved to be critical elements of the company’s global communications strategy.