Nuplex Reveals New Visual Identity Branding
September 27, 2006
Nuplex Reveals New Visual Identity Branding To Link Multinational Group
Leading resin manufacturer Nuplex Industries has today revealed its new visual identity, as it builds on its position as one of New Zealand's few truly multinational companies.
Following the record profit announcement made in August, Nuplex, which is one of the world's leading specialist resin manufacturers, has confirmed that it will be consolidating its manufacturing plants and distribution centres across 15 countries under a single Nuplex brand. This is the first major refresh of the Nuplex brand in 16 years.
"We've had a tremendous decade of growth, including a number of major acquisitions," explains John Hirst, Managing Director, Nuplex. "The ground work has been done, and the change in visual identity initiates the next stage of our growth strategy."
Currently, Nuplex is working to restructure its business in order to become more efficient and take advantage of changing international trends for resins.
"Nuplex is a great New Zealand success story - starting off in a warehouse in Greenlane, Auckland, over 50 years ago, to become one the world's leading resin specialists with a $1.3 billion turnover and around 2000 employees."
Nuplex develops, owns and uses world class resin technologies and processes. It has manufacturing plants in New Zealand, Australia, Europe, Asia and North and South America. It also has other specialty businesses in New Zealand and Australia.
In 2005 Nuplex acquired a resins business from Dutch company Akzo Nobel for $200 million. In the same period there was also the acquisition a resins manufacturing facility in the Chinese province of Shunde Guandong.
"Most of the people working within the company today come from non-Nuplex branded businesses, so often they feel less of an attachment to Nuplex. The time is right to reintroduce Nuplex as the umbrella brand."
The new Nuplex corporate identity will be used across all areas of resins and specialties. Each business unit will have an individual colour used in its branding. Where it is commercially sensible, Nuplex-owned companies will continue to use a refreshed version of their brand, with the addition of the "A Nuplex Business" tagline.
"We have developed a new visual identity that will help unify our multinational businesses, provide a greater sense of belonging amongst employees, and develop an even more compelling proposition for customers," concludes Mr Hirst.
Nuplex engaged with leading New Zealand branding agency Velocity Design to develop the new corporate identity. The brand is intended to signal to the market Nuplex's renewed vitality and presence on the world stage. Key themes that underpin the new brand are creativity, innovative thinking and intelligence in developing advanced resin technologies. The brand is also intended to communicate the strength and openness in relationships with customers.