When the Netherlands Enterprise Agency (NOM) and Groningen Seaports approached us for help acquiring new companies for the Eemsdelta Chemical Cluster, we knew we had a daunting task ahead. We quickly realised that the region needed more distinctiveness to attract attention and succeed.

At Initio, we saw an opportunity to shift the assignment to a bolder focus: positioning the entire chemical sector of the Northern Netherlands as a leader in sustainability. We were determined to green the industry and knew it would take a powerful brand to make that happen.
We developed a comprehensive strategy that included positioning, propositions, and a compelling name: Chemport Europe. Our visual identity featured the two Cs of the chemical parks and a leaf to symbolise our commitment to sustainability. And we expanded the identity and communication strategy to include the impactful pay-off ‘Changing the nature of chemistry’.

Today, Chemport Europe is recognised as one of Europe’s most successful collaborations between chemical companies, universities, and government institutions. We’re proud to have played a key role in making that happen, and we’re excited to continue driving positive change in the chemical industry.