BASF

BASF Catalyst – formerly Engelhard Corporation – becomes the centerpiece for the global chemical company’s aspirations in the North American market.

Engelhard Corporation was the leader in catalysts and other specialty chemicals, with powerful positioning and a strong visual and verbal identity. As the firm’s primary brand consulting and design partner for seven years, Brandlogic was instrumental in fostering that image.

When the world’s leading chemical company, BASF, acquired Engelhard to propel its ambitions in chemical catalyst and materials science, our assignment was to handle the rebranding of the new business. With deep familiarity through long association, the Brandlogic team thoroughly understood the valued attributes and brand equities to be migrated to the BASF brand. Through design, web and strategy work that harmonized the legacy brand with the BASF identity, we successfully helped establish BASF as a leader in the global catalysts market.

The work Brandlogic did to differentiate and strengthen the Engelhard brand was key to generating tremendous shareholder value. When BASF acquired the firm, the price, nearly three times book value, set an all-time industry record. After the sale, our ongoing relationship contributed to BASF’s successful push into this strategic market.