Brenntag

Supporting an empowered brand relaunch

User since

2021

Features

Guidelines and Portals

Digital Asset Management

Templates

Brand

Brenntag

Industry

Healthcare, Pharma and Chemicals

Region

DACH

Headquarters

Essen, DE

Size

17,000+ employees

Brenntag, the global market leader in the distribution of chemicals and ingredients, is setting another milestone in its almost 150-year history. A comprehensive brand relaunch, including a new corporate design, paves the way for the future of a company that employs 17,000 people at 700 locations worldwide. By increasing its visibility in the marketplace, the company intends to use the new brand identity to tap into growth areas and further strengthen its position in innovation support, value-added services, application expertise, and sustainable products and solutions.

Challenge

Solution

Result

12K

registered users

10K

assets managed

500

new publications created monthly from branded templates

Challenge: Decentralized brand management across a global organization

Brenntag strives for consistent communication within and outside the organization. However, because of numerous acquisitions, the company was decentralized. Each region had its own systems and infrastructure, making it difficult to find and use brand assets and present a unified corporate image. The lack of a unified system limited efficiency and global brand consistency

“We have developed dynamic social media templates in Frontify that can be easily used by employees without design expertise. This is very helpful as there is usually no time for elaborate graphics from professional designers,”

Laura Marquetant — Marketing Manager

Solution: Centralized brand management with Frontify and on-brand presentations with empower®

In November 2022, Brenntag launched a new brand identity. To achieve a smooth rollout and ensure consistent communication across the organization, Brenntag partnered with Frontify and empower®; the latter provides document automation and brand management solutions for Microsoft Office. Together, these solutions created a dynamic portal accessible to employees worldwide.

The Frontify platform houses the brand guidelines to document the new identity and is the new home for brand assets, such as images, icons, and design templates. The Frontify digital asset management (DAM) system serves as the single source of truth. Employees can use metadata to find approved assets that match regions, languages, or markets while maintaining consistency and compliance.

Brenntag operates in a chemical field, so safety is a top priority, and images must reflect this. For example, people in a chemical environment may only be shown wearing protective goggles. With the new setup, employees no longer need to search different software, look through their files, or turn to Google to find relevant images. Processes have become more efficient — without copyright issues that can come from using images found on the internet.

empower® complemented the brand relaunch by enabling employees to create beautiful, on-brand presentations in PowerPoint. With the integration between empower® and Frontify, users can access the Frontify image library and insert assets with a single click. Additionally, teams can convert old presentations into the new brand format, saving significant time and effort.

Lastly, with the Frontify platform, commercial teams can create print and digital files for wider marketing campaigns — without the need for complex design tools. The marketing team has built templates for commonly used file formats, allowing employees to create their own publications by editing specific parts while still following brand guidelines and best practices.

“We created a new awareness for the brand and showed that the brand is more than just a new logo. This was an important step for internal perception.”

Laura Marquetant — Marketing Manager

Results: Improved efficiency, brand adoption, and consistency

Frontify streamlined Brenntag’s rebranding with a central home for guidelines, assets, and creative collaboration. The collaborative process resulted in measurable value:

Increased brand adoption: More than 1,200 Brenntag users work with Frontify’s tools monthly, with over 12,000 registered users on the platform.
Single source of truth: Over 10,000 Brenntag assets are managed centrally in the DAM, ensuring brand compliance and easy accessibility for employees worldwide.
Stronger brand consistency: On average, users have been using Brenntag-branded templates in Frontify over 500 times each month to create new designs for campaigns.
Efficiency gains: Within three months, empower® saved the Brenntag team over 1,963 working hours in PowerPoint, delivering a 554% return on investment.1

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Frontify and empower® have helped Brenntag create a consistent global brand presence while enabling employees to feel a stronger sense of ownership and connection to the brand. This partnership has resulted in more overall efficiency, stronger brand adoption, and a seamless transition to Brenntag’s new brand identity.

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1 For each empower^® function, an average time-saving has been determined based on a series of tests.
The number was multiplied by the number of function calls to calculate the total number of hours saved.
The percentage shows the profitability of the empower^® investment.
The hours saved are multiplied by an hourly rate of EUR 100 and set in relation to the pro-rated license cost for the period.