All work
We believe in the power of possible
Rebranding a global business division focused on customer enablement
The quick take
Facing the challenge of articulating a newly defined strategic vision, Huntsman Advanced Materials (a division of the global Huntsman Corporation) partnered with CBC to unlock the full potential of its brand. Through strategic insight and creative leadership, CBC clarified the division’s value proposition and market role, developing the Made Possible platform to express how Huntsman enables innovation – transforming customer ambition into real-world solutions, progress and commercial impact.
About Huntsman Advanced Materials
Huntsman Advanced Materials is a leading provider of advanced epoxy, acrylic, and polyurethane-based polymer products. Serving many of the world’s foremost businesses across virtually every industry, the organisation enables greater innovation, performance, and sustainability to address global engineering challenges and contribute towards a better quality of life.
Scope
- Brand communications platform
- Visual identity and divisional design guide
- Divisional video and PowerPoint presentation
- Product brochure and SoMe promotion
- Internal launch materials
- Stand design and exhibition materials
- Sector-specific inbound marketing programs
CBC developed the concept and theme for the campaign, encapsulating Huntsman Advanced Material’s value proposition in the words: ‘Made Possible’.
Challenge
Following an extensive strategic review, Huntsman Advanced Materials recognised that its communications no longer reflected the company’s evolving vision or growth ambitions. The challenge was not simply to refine messaging, but to clearly define where the business creates the greatest customer value – and express this through a focused market position showing how Huntsman’s solutions help customers turn ambition into achievable outcomes.
Solution
CBC addressed the challenge by translating Huntsman Advanced Materials’ strategic ambition into a clear and differentiated market position. The Made Possible concept reframed the business as an innovation enabler, expressing how it helps customers turn ideas into performance and future opportunity. Supported by a coherent messaging and visual framework, we created a scalable foundation for global communications, underpinning several successful lead generation campaigns and strengthening long-term brand and commercial impact across key markets.
Challenge
Solution
Following an extensive strategic review, Huntsman Advanced Materials recognised that its communications no longer reflected the company’s evolving vision or growth ambitions. The challenge was not simply to refine messaging, but to clearly define where the business creates the greatest customer value – and express this through a focused market position showing how Huntsman’s solutions help customers turn ambition into achievable outcomes.
CBC addressed the challenge by translating Huntsman Advanced Materials’ strategic ambition into a clear and differentiated market position. The Made Possible concept reframed the business as an innovation enabler, expressing how it helps customers turn ideas into performance and future opportunity. Supported by a coherent messaging and visual framework, we created a scalable foundation for global communications, underpinning several successful lead generation campaigns and strengthening long-term brand and commercial impact across key markets.
CBC developed a impactful visual style to build a distinctive brand identity in a traditionally conservative competitor landscape.
A comprehensive brand guidelines document was created to ensure the brand remains consistent across sectors, markets, and channels.
The new branding was applied to all marketing and sales materials, including the development of a corporate PowerPoint presentation.
CBC redesigned and rewrote multiple brochures and other sales materials to be aligned with the new brand identity.
CBC developed a portfolio of icons that could be used across all materials to help convey complex information.
The new brand identity and messaging translated perfectly to a trade show environment, such as JEC.
“CBC initially proved their worth during our divisional rebranding project, which has been instrumental in communicating our value. When it came to digital lead generation, I could not be more pleased with the approach taken and what has been achieved so far together.
We need marketing partners who are willing to challenge our thinking and help us deliver results that raise the bar – in terms of digital marketing, CBC brings a level of professionalism, expertise, and creativity that we have not found elsewhere.
I look forward to seeing what our creative collaboration will produce next.”
We need marketing partners who are willing to challenge our thinking and help us deliver results that raise the bar – in terms of digital marketing, CBC brings a level of professionalism, expertise, and creativity that we have not found elsewhere.
I look forward to seeing what our creative collaboration will produce next.”
Edward Wynne Morris,
Communications Director
Communications Director
