Branding of a New Spinoff Company – Flexsys

The Challenge

Flexsys, formerly the tire additives division of Eastman Chemical Company, was born more than a quarter of a century ago, and their products date back to 1944. Flexsys is a global leader in critical specialty chemicals for the world’s top tire manufacturers, helping make their products stronger, better and safer.

We’ve helped launch many companies, so we know how to build a new brand from the ground up. This exciting challenge included a soft launch for this new company at the International Elastomer Conference just a month before the launch date.

The Solution

We used our trademarked Revenue Tower® approach, first establishing a solid foundation for the brand messaging through research, customer and employee interviews, plus countless strategy sessions. To customers and colleagues in the industry, the Flexsys name was already respected and well established, so our job was to create a strong, unique brand look and feel with messaging that fit that mold while embracing their well-earned reputation for excellence.

We got to work.

Soon, the new Flexsys came to life, with a new logo, an entirely new website and customer portal, business cards, presentations, and a brand new tradeshow booth equipped with collateral and giveaways.

The Result

On November 1, 2021, Flexsys became its own, standalone company. While the name and products were already familiar to those in the industry, there was plenty that was new—including a renewed energy and an unyielding commitment to continue helping their customers grow and succeed.

In the last month since the original launch, we’ve engaged with and spread awareness through the industry’s top publications. We’ve nearly tripled their LinkedIn following and helped promote their new global job positions as they set themselves up for prolonged growth. After a very successful launch, we are now working with Flexsys to build upon this success in the new year.

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