ELESSENT CLEAN TECHNOLOGIES
Creating a brand from the ground up
Once upon a time, Elessent was a quiet clean technologies department at DuPont. In 2021, GO was honored to be the marketing and communications partner selected to rename and rebrand this group when they were acquired by investors in 2021. Our ongoing partnership with Elessent Clean Technologies is proof we are passionate brand advocates through and through.
The Challenge
The acquisition created an opportunity to build something entirely new while preserving decades of trust, expertise and customer relationship.
The challenge wasn't simply designing a logo–it was creating a brand that honored the company's history while positioning it for the future.
We conducted leadership team, company and market research; designed and presented a short list of potential new names and landed the winner; designed a corporate logo; and established a shiny new brand identity, voice and style now reflected in marketing communications materials and media.
NAMING STRATEGY
Developing a name with meaning and long-term impact
LOGO DEVELOPMENT
Creating a distinctive mark that reflects who Elessent is today
BRAND IDENTITY
Building the color, typography, visuals and messaging foundation that bring the brand to life
LAUNCH COMMUNICATIONS
Introducing the brand with clarity and confidence
MARKETING ASSETS
Transforming the new brand across brochures, sales materials, trade show exhibits, event signage, presentations and customer communications
Our Process
01
DISCOVER
Stakeholder interviews, research and workshops to understand the business, people and future vision
02
DEFINE
Brand strategy, positioning and messaging that captures who Elessent is and where they are going
03
CREATE
Naming exploration, logo concepts and refinement until the right solution emerged
04
BUILD
Visual identity system, brand standards and assets to bring the brand to life
05
LAUNCH
Global rollout and communications to introduce the new company and brand
500+
MARKETING & SALES MATERIALS REBRANDED
50+
TRADESHOW EXHIBITS & EVENT SIGNAGE REIMAGINED
20,000+
CUMULATIVE HOURS OF PLANNING & PREP
10+
YEARS OF CUMULATIVE PARTNERSHIP
Continued Partnership
Our long term partnership has led us to continue supporting Elessent through the Best Practices Workshop, global customer symposiums, marketing communications initiatives, tradeshow support, product marketing and brand stewardship.