Background
Texas Pacific Group, one of the world's leading private investment firms, contacted Addis Creson to develop the brand for an innovative new company they were starting that would replace the petroleum found in cosmetics, candles, and other products with natural, renewable oils. Not only is this new company changing how products are made, they are setting out to change their industry's outlook, their partners' brands, and their consumers' lives.
Solution
We began by developing a brand strategy that articulated this optimism and sense of higher purpose. This in turn, inspired both our naming of the company, Elevance, as well as the name we developed for the new category they were pioneering, "Renewable Sciences."
From there, we created a distinctive identity system that included a Bee symbol, which represented their innovation, teamwork, and productivity. We chose the bee as it takes raw ingredients and repurposes them without depleting the source, just as Elevance uses nature's own compounds to create something new.
Results
Founding CEO K'Lynne Johnson felt Addis Creson's partnership was invaluable in helping her company understand, focus, and ultimately establish their identity, its meaning, and how it will be expressed in everyday context.
"Our experience with Addis Creson was very valuable. They also did an amazing job of turning around work in a very focused and short time frame."
K'Lynne Johnson
Founding CEO, Elevance
Brand Strategy
Naming
Corporate Identity
Brand Identity System
Brand Imagery
Website Development
Standards Development
