From unnamed to unmatched: How brand identity turned a divested business into a global category visionary

In 2022, Bayer divested their Environmental Science business, instantly creating an unnamed global company of 1000+ people and 200+ product brands in countries around the world. That year, HLK launched Envu, a new brand with a vision, taking the company from divestment to giving the people and products a home they could rally around. This case spanned every part of brand development from positioning to naming to design and architecture – each playing a critical role in telling the story of this new company internally and externally. In this session, HLK will highlight the powerful combination of naming and design to bring a brand to life globally, covering the hurdles faced and overcame, to launch Envu with clarity and consistency in 150 markets. HLK will focus on the critical components of success: storytelling, standards and governance, global alignment and more.

This session was recorded on October 3 at Transform Live North America 2024.