Following the $1.3b acquisition of National Starch, Corn Products International needed to convey the capabilities and scale of the newly combined entity to employees and the marketplace.
Avenue’s transformation strategy resulted in a new name—Ingredion (NYSE: INGR)—and a brand position and identity that better reflect the company’s global presence, the growth and diversity of its new offerings, and the range of industries now served. This strategy included a brand architecture that clarified its extensive post-M&A product and service portfolio.
Our process aligned over 11,000 employees in over 40 diverse countries to a common vision and values, and provided the roadmap and tools for launching the new brand around the world. Reception was strong among customers, the industry and investors, who responded by driving the stock price to a 52-week high.
“Avenue not only brought creativity, ingenuity and careful thought to the rebranding of the combined entity of Corn Products International and National Starch into Ingredion, but the work they did helped our employees, customers, investors and other stakeholders better understand our mission, vision, and future focus. No small feat, but one the team accomplished extraordinarily well.”
—MARK LINDLEY, FORMER DIRECTOR OF CORPORATE COMMUNICATIONS, CORN PRODUCTS INTERNATIONAL
Brand architecture workshop
Brand promise presentation
Brand identity creation and naming
Brand identity creation
New product launch