JohnsonDiversey
Identity
Visual Systems
Launch
Clean is just the beginning
In the increasingly fragmented cleaning and sanitation industry, custom solutions, a standardized product line and global presence have become key to establishing competitive advantage. In order to secure a stronger competitive position, Johnson Wax Professional acquired DiverseyLever, one of its major competitors, which possessed complimentary industry-specific expertise and global reach.
Challenges
Communicate two companies coming together
Reflect the strategic intent of the acquisition — bringing together complementary capabilities to create a greater whole in the industry
Retain a brand equity link with existing customers
Actions
Undertook a global analysis of current communications materials of Johnson Wax Professional, DiverseyLever and major competitors
Recommended that the organization combine the Johnson and Diversey names in order to maintain their significant equities
Conducted extensive interviews with senior managers and customers leading to image attributes and positioning for the new company
Created brand architecture migration transition strategies for brands that would eventually be re-branded JohnsonDiversey
Developed new visual identity, tagline “Clean is Just the Beginning” and design system for communications materials
Designed “Day 1” launch brochure and microsite
Developed online identity standards to effectively and efficiently manage implementation of the new brand identity