Eastman Chemical Company (Eastman) is a global chemical company, which manufactures and sells a portfolio of chemicals, plastics and fibers. Eastman has 11 manufacturing sites in seven countries that supply their portfolio of products to customers throughout the world.
Eastman Chemical Co. developed an innovative recycling technology that made it possible for many types of PET bottle containers to be recycled. Along with this new technology, Eastman announced that it would split into two publicly traded companies. The specialty chemicals and plastics company would still be known as Eastman Company, while the new company would focus on PET plastics, acetate fibers and polyethylene products. Eastman engaged Addison Whitney to assist in the strategic naming of the companies.
The Addison Whitney Solution
Addison Whitney verbal branding team conducted a series of internal and external interviews with key contacts within the company and the industry. The name Voridian was found to be the best candidate for the new company.
The visual branding team at Addison Whitney developed a logo for Voridian that could be used worldwide to build equity and recognition of the new company.
An extensive assessment concerning Eastman Chemical Co. was carried out by Addison Whitney. The assessment found that the Eastman brand was one of the most respected companies and brands in their market. Further analysis allowed for Addison Whitney to provide strategic positioning and messaging recommendations for Eastman and Voridian.