Greenbridge Brand Book

Purpose:

Get: Greenbridge team members, investors + stakeholders
Who: Operated under the company’s previous name, Polychem
To: Embrace the new company name + brand
By: Clearing defining the new brand + its use

The Idea:

When a private equity company acquired mainline manufacturing company Polychem, they wanted a new name, a new brand and an entirely new approach to business, with the goal of positioning the company for growth. This was also a major change in the company’s culture. Instead of everyone “doing their own thing” brand wise, the team would have to adopt, use, and live by the new rules.

Lux was hired as the brand consultant, and in this role secured the name and URL Greenbridge, developed the brand identify, and then created the standards captured in the Brand Book. Made available to all employees in digital format, the Brand Book explains not simply the logo, but also photo standards; brand usage in marketing materials, signage and clothing; and social media behavior. Easy to read and skim, the Brand Book is a must “how to” for all Greenbridge team members.