Dupont XCELIS
Bringing a new brand together on one powerful platform.
Category B2B branding, Website development
Fueling success with a fired-up story.
DuPont has a strong track record of helping fuel ethanol producers get maximum value from the grains they process. So their grain processing division had grown—but due to a variety of acquisitions, its brand had become diluted and its product portfolio was fractured.
To enhance their visibility and strengthen their voice in the market, they needed an ownable identity and a compelling story to tell.
JK saw an opportunity for them to break through the sea of sameness in their space by uniting their fuel ethanol products and services on a single platform, with strong and cohesive messaging that would resonate with their customers.
Because we know the best stories are built on insights, we began by surveying customers and employees to get real-world feedback on how they were perceived.
Deliverables
- Branding
- Messaging
- Naming
- Customer & stakeholder research
- Brand guidelines
- Website design
- Trade show graphics
- Product packaging
- Digital & print ad campaigns
- Video
- Posters
- Blog posts/articles
- Copywriting
Informed by their input, we called the new platform XCELIS—reflecting DuPont’s focus on helping their customers excel. Together with a new tagline, “Fueling you forward,” it clearly conveys their drive to understand their customers—and their fierce determination to fuel their growth and success.
Colors
Brand typography
Visualizing the excitement of a new platform.
We brought XCELIS to life with a bold visual identity representing the platform as a powerful force of motion. It has a larger-than-life, interactive feel that captures the energy and vibrancy of their story.
We infused the new messaging and imagery throughout a new XCELIS website, including a product architecture and identification system—with recognizable, eye-catching product packaging designs—leveraging the visual identity in a customized way for each product portfolio.
Championing a new brand by channeling the energy of its people.
As part of the new brand platform rollout, JK created an “XCELIS Champions” campaign including both blog articles and a video series, all featured on the new website. Each Champions piece featured a specific DuPont employee and how they make the XCELIS experience real for their customers.
The articles and videos helped connect the value of XCELIS to the people who need to champion it every day—and the customers whose businesses they keep moving forward.
