Designate worked closely with the leadership teams from both companies to develop a new name, brand strategy and visual identity. The project included a comprehensive new corporate website, and dedicated digital brand hub and guidelines to launch the new entity.

The challenge

Creating a brand that combines the culture and ambitions of two geographically diverse companies is a complex task. To ensure our recommendations were relevant, we worked closely alongside multiple stakeholders from each company to understand their strengths and articulate their vision for a shared future.

Our process started with an in-depth brand audit of each company and their global competitors, paired with collaborative brand workshops, to gather insights into each company, the lithium market and the opportunities ahead. From these insights, we explored common themes, presenting a strategic direction, name and positioning narrative for the new entity, which formed the strategic blueprint for the brand moving forward.

The solution

The new name positions Allkem as a chemical pioneer, fostering connections with their stakeholders to help the world build a brighter tomorrow. This is summarised in the tagline ‘Together we go further’.

The visual identity system, and specifically the new logo, is directly representative of the connections that Allkem foster. It is designed to be flexible in application, enabling Allkem to communicate with different audiences across multiple channels in unique and interesting ways. The brand symbol can be used as a lens to highlight and amplify content, or as a holding device to combine imagery of their operations, customers and communities. Each application of the brand is a celebration of what makes Allkem unique: their people, assets and ambition to build a brighter future.