Clariter. BRAND STRATEGY, COPYWRITING, LOGO, TAGLINE AND VISUAL IDENTITY.
Cleantech gets a clean slate
Clariter has developed a process to turn plastic waste into high-quality, sustainable industrial products like waxes, oils, and solvents. Yes. It’s a WTF company, in the very best sense. (No, not Waste to Fuel, but the other WTF!) They’ve been perfecting their technique for over 15 years – and they’re now ready to share their story with a world that badly needs what they do. And their story is where we come in.
They knew they needed a high-impact narrative and visual identity to compete in the global marketplace. They have a unique offering that solves a huge and difficult problem, but it wasn’t being conveyed by their brand. They know exactly what they do, but had trouble articulating the “why” – and showing it.
The next step was tailoring that message to the many audiences that Clariter must reach: petrochemical companies, industrial waste handlers, policy makers and NGOs, investors, and (not least of all) the general public. It was critical to really hone the messaging to focus on what Clariter offers to each particular audience, since it’s different for everyone. Once we had a strong story and position, it was a short trip to the tagline: A Clean Slate.
Pretty self-explanatory, right?
We designed a completely new logo and visual identity that embody the ideas of cleanness and transformation. Cool blues and bright white combined with a lowercase modern font that captures both their professionalism and their humanity, and presents Clariter as a serious player in the industrial materials world.
We also delivered all of the other core visual identity elements: a complete color palette, typography, graphic elements, business cards, stationery, and presentation templates.
We took things a step further and developed a versatile illustration style for everything from icons to chemical process diagrams and infographics. This is a company, after all, with a technical side they need to present clearly. But beyond the technical, the clean lines and simple illustration style also present a company that’s human and approachable – the perfect balance for their brand.
A good summary of what Clariter are doing. Check it out.
Clariter solves the plastic waste problem while creating sustainable products local communities can be proud of. They can help create jobs, improve the environment, and reduce dependency on fossil fuels. They can help people who are fed up with using ‘bad’ products and want to make positive choices in the products they buy that help the planet.
With their new identity out there and a product the world is clamoring for, Clariter is poised for rapid growth. Turns out a thriving, competitive economy and a clean, livable planet aren’t incompatible after all.
