Tenneco
Energizing change
Tenneco, a multi-billion dollar organization held leadership positions in the energy, automotive, packaging and shipbuilding industries.
Challenges
Following a successful re-structuring, Tenneco struggled to communicate its world-class stature and financial strength, hampered by fragmented communications across its five divisions and a company name linked exclusively to gas and oil.
Actions
Undertook thorough research to determine perceptions among employees and financial analysts, and completed an audit of communications materials from across the company
Created a logotype that highlighted the change from a classic conglomerate to a multi-industry operating company with a stylized orange arc suggestive of a bright horizon
Developed a nomenclature system that connected Tenneco to each competence and an endorsement for well-known brands such as Monroe shock absorbers and Ecco packaging products
Implemented a carefully planned worldwide launch of the new identity, beginning with guidelines for printed materials and signage