Blending the best of two industry leaders and creating a new Fortune 500 ingredient brand for an increasingly international palate.

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.”


Engagement Highlights


  • Distinctive but dissimilar business cultures
  • Complex brand portfolio
  • Misperceptions in the marketplace
  • Narrow perception of product offering
  • Limiting brand identity


  • Unified and aligned corporate culture
  • Consolidated and clarified portfolio
  • Expansive solutions provider with focus on growth
  • Fortune 500 brand with innovative image


Key deliverables and activities

  • Brand team workshop
  • Brand values
  • Brand positioning and architecture
  • Marketing and communication plan
  • Brand conversion and budget allocation plan
  • Launch plan

Strategy workshop

Brand positioning

Brand architecture workshop

Brand promise presentation

Brand architecture

Naming strategy

Strategy workshop


Key deliverables and activities

  • Brand identity
  • Identity guidelines
  • Linguistics testing
  • Naming

Brand identity creation and naming


Brand identity creation

New product launch

Foundational principles

Brand guidelines

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