CHIMEI, the world’s largest supplier of ABS and PMMA resins and optical sheets, celebrated its diamond anniversary in 2020. With the support of its distributors, they have achieved remarkable results with an admirable commitment. However, the leaders have aspired to take CHIMEI to the next level, from a quiet diligence company to one that can proactively engage and serve its global partners and clients. CHIMEI leaders understand that closing the gap between the existing situation and the future CHIMEI needs focused and strategic efforts. CHIMEI kickstarted its transformation with DDG to prepare for its company-wide mission to go global.
Embracing legacy for a newfound purpose
DDG prepared CHIMEI to build a brand that focused on comprehensive aspects of its organization, covering its origin, nature, characteristics, aspirations, and advantages. The goal is to ensure authenticity – while establishing consensus and differentiation. CHIMEI needs a catalyst that can bring it all together and move forward as one—a principle that rings true for every member – old and new.
CHIMEI has always been driven by the principle of “Xingfu,” broadly defined as achieving well-being through contribution, which drives the company to contribute meaningfully. With much effort over six decades, DDG strategically defined the three focuses closely associated with and differentiating the CHIMEI brand: an unwavering commitment to the client’s success, environmental protection, and wider society.
Delivering efforts that surpass expectations
The slogan—A Step Up—reflects CHIMEI’s determination to take its roles seriously. No more explicit message could express CHIMEI’s intention to offer solutions that matter. All CHIMEI members welcomed the mission and were prepared to double down their efforts. DDG also planned and developed content highlighting CHIMEI’s hidden works and achievements.
The Client-Side Innovation™ cases were created to show the approach and results for high-performance materials that help clients’ product innovation. The Clean and Green projects and practices were disclosed to show how CHIMEI maximizes resource utilization and minimizes environmental impact. Finally, stories of CHIMEI’s positive contribution to people’s and society’s welfare as a lifelong social benefactor.
Being bold and energetic
DDG created a bold new visual identity inspired by CHIMEI’s performance materials, which led to an unconventional look within the industry. A vibrant identity with various dimensional graphics and colorful palettes extended to bring vigor and excitement to the existing brand’s single dark blue tone.
The new visual elements support the stories of performances and possibilities that the CHIMEI brand advocates. The visuals demonstrated great flexibility and cohesiveness, showing a dynamic look that successfully converted the thoughts that CHIMEI can only conform to its corporate image.
The brand’s relaunch received overwhelmingly positive feedback from CHIMEI’s global customers and partners and provided renewed motivation and pride among employees. Committed to managing and promoting its brand, CHIMEI established a brand management team to ensure positive growth and success, setting CHIMEI for its next phase in going global.
