This company that makes chemicals for the surface plating industry wanted to upgrade their identity to more accurately reflect their technological expertise. The first steps in this process were the development of a new logo, stationery system and sales brochure. After talking with current customers, potential customers and company employees, a look was developed that reflected the expertise and progressive attitude of the management and sales teams. A new campaign for product specific and image advertising was initiated. The public relations and trade show strategies are also in place.