Designing a brand mark that visualizes positive impact for a global conglomerate.
Mexichem, a conglomerate operating in sectors ranging from precision agriculture to building and infrastructure, approached IDEO with the goal of becoming a purpose-led company. Passionate about the challenges that define how people will live and thrive tomorrow, they held a big vision to combine the strengths of their businesses to collectively add up to something greater. They needed a new brand that would break the stereotype of the commodities company, and reflect their aspirations of tackling global, systemic issues.
The Solution
A complete rebrand, new name, new purpose to "advance life around the world" and a first-of-its-kind living logomark, the ImpactMark. The ImpactMark serves as a dynamic and transparent measure of Orbia's adherence to long-term financial health, environmental sustainability and social progress, and reflects six performance indicators related to people, planet and profit. The ImpactMark will be updated each year to reflect the latest data and milestones met on the company's journey to achieve its purpose. Orbia has since been named to Fast Company’s list of Most Innovative Companies in Latin America, “For reorienting its conglomerate toward tackling sustainability goals.”
My Role
I was a member of the three-person team that developed the new Orbia identity from start to finish. Upon finalizing the new name, and polishing the brand purpose and personality, my role focused on designing brand mark concepts, visual language, brand asset applications, website art direction, and partnered with on-site vendors to design and install new signage and wayfinding at the new Orbia headquarters.
