DuPont’s grain processing division was a victim of its own success.
After acquiring a number of top product lines and expanding their services, their brand identity had become fractured, leaving their ethanol producer customers confused.
The answer? Bringing everything together with an ownable position and attention-grabbing look.
Working with a global group of grain leaders, JK united their innovative offerings on a single platform called XCELIS—a name with the sound of success and the look and feel of a leader.
Launched with a new tagline (“Fueling you forward”), wordmark, and larger-than-life imagery, all showcased on a new website, the platform captures the energy and vibrancy of their story—and all XCELIS does to help their customers’ businesses thrive.
JK's Role
- Branding
- Research
- Competitive analysis
- Brand architecture
- Messaging
- Visual identity
- Brand launch and development
- Website design and development
- Motion graphics and live video
- Art and graphic design
