Charter Next Generation is a material science manufacturing giant with over a billion dollars in annual revenue. If you have bought dog food, eaten packaged cheese, or a had a flu shot, you have most likely been enjoying a CNG product along the way.
CNG Brand Statement
CNG wanted to rebrand their company identity that desperately felt stuck in 1998. They had a nugget of a tagline in mind, “Enhancing Lives,” but the rest was a blank slate. So the first thing I did was create a brand statement for the company, a north star to follow and guide them on their company wide rebrand. This statement allowed all of the creative work to flow from and build towards for the rest of the agency.
At Charter Next Generation, tomorrow is our mission – because we are not satisfied with today.
We are challenging the status quo, leading the change, pushing the limits, and tackling the problems that appear impossible. We all deserve a better tomorrow. So we have decided to build one.
And that tomorrow begins with enhancing lives. A tomorrow where roofs don’t leak and crops grow stronger. A tomorrow where employee ownership and safe sustainability are synonyms for success. A tomorrow where generations to come will gladly look back knowing we took the ‘right path’ and not the easy one.
Because it's not easy creating quality, reliable solutions. Net zero emissions isn’t reached by the faint of heart. Closing the wage gap doesn’t happen for those searching for the quickest answer. It takes trailblazers, problem solvers, strategic partners and leaders to forge a new way forward.
So we will continue pushing ahead, enhancing lives, and building tomorrow until we can finally say we’ve finally reached it.
Charter Next Generation. Enhancing Lives for a Better World.
Full CNG Rebrand
Once the brand platform was in place, my partner, Danny Allegretti, and I took that statement and experimented. We developed several different campaign directions to build from, but one stood out among the rest—CNG: Life Enhanced.
CNG Website
Once the brand statement and campaign direction was solidified, next came to tackling the website — all 127 pages of it. I acted as copy lead, developing the tone and voice of each page and then delegated the rest of the copy team to help me tackle the project. Click here for the final result.
CNG Brand Video
With the website firmly in place, CNG wanted to communicate the new identity to the world, or at least the world that is firmly interested in packaging solutions. I created a script and storyboard for the video that represents the wide ranging scope of CNG’s work, as well as the impact they have on everyday people.
CNG Social Posts
Stemming from an original brand refresh idea that was rejected, CNG revived this concept “Fresh Ideas” because the copy and the design was stuck in their heads months later.
Employee Brand Initiative
So after rebranding the company, CNG wanted to pare down into an employee initiative that could speak to both current employee owners and potential new hires. Due to the unique selling point of CNG’s employee ownership philosophy, I developed the campaign “You own CNG”. The CNG team loved it, and we are currently in the process of building out this campaign as you read this.
