Making distribution the catalyst for success/

Surfachem had bold plans for the future. But to achieve their goals, they needed a clearer positioning and a strong identity that was true to their brand.

Where they were/ 
Surfachem is a global distributor of surfactants, speciality chemicals and pharmaceutical ingredients. When new owners bought the company, they asked us to re-brand the business to help them energise the existing team and achieve their ambitious targets.

Where we took them/ 
Our Discovery Process revealed that they needed a clearer proposition, which positioned them between larger firms who sold themselves on their size and smaller firms who sold themselves on their agility. We saw an opportunity for them as a middle-agent, bridging the gap between principals like Shell or BP and consumer brands like Rug Doctor or L’Oréal. Surfachem’s vast market knowledge could help both the multinationals and small entrepreneurial businesses. So we recommended that they position themselves as the ‘catalyst for success’.

We devised a colourful, illustrative style, which helped them clearly stand out in a very dull, factual, copy heavy industry. We also introduced simple black backgrounds and developed a copy style which struck a distinctively warm and friendly tone.


– Kick-off session
– Staff interviews
– External interviews
– Competitor audit


– Workshop
– Brand strategy
– Brand compass
– Values
– Personality
– Benefits
– Substantiators


– Brand identity
– Illustration
– Tone of voice
– Positioning copy
– Campaign ideas
– Application
– Guidelines


– Website
– Stationery system
– Social banners
– Exhibitions
– Advertising
– Interiors
– Signage
– Livery

Get in touch /

Lyness Loseby Limited,
The Old Vicarage

Contact /

Ian Loseby
07798 726443

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