Impact beyond the surface
The brief
Susonity – then Merck Surface Solutions – was looking to enhance their sustainability communications with a new narrative framework that reflected their brand values and identity. The aim? To bring their story to life for customers and other key stakeholders.
The process
Working closely with the designer, account director and the Merck team, I created a shortlist of theme ideas, from which the final concept - Beyond the Surface - emerged. Using this phrase as an anchor, I built out pillar names for each of their strategic areas, as well as boilerplate language that brought colour and context to the concept. Through a series of review stages and workshopping check ins, we refined the language to make sure it accurately and effectively told Merck’s story.
The outcome
The result was a sustainabilty brand identity that is uniquely Merck – ownable and connected to both their sustainability strategy and what they do as a business. I also took that language and applied it to a series of supporting materials, including a toolkit that helped people at Merck communicate their strategy with clarity and confidence.