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New identity for Diversey

A change of positioning and ownership to modernize 95 years of history

Diversey, an American multinational in the chemical / hygiene sector

The mission of the corporate communication team was to enhance Diversey’s value and reputation as an industry leader, winning the hearts and trust of customers, employees, and shareholders through a high-performance brand strategy and culture.
For this we redefined our identity completely:

Brand Redesign

An identity change is the best sign that the company is evolving. Based on solid values, the new brand builds a new culture.

  1. It all starts with a transcendent purpose

    “We don’t sell soap, we save lives” was the inspiring beginning of a fundamental transformation of our role in the world.

  2. Define visual and verbal identity

    It was about telling our story in a rational and emotional way, with a distinctive logo, name and personality.

  3. And repeat and repeat and repeat …

    Convince and fall in love, repeat to remember and internalize, inside and outside, to build a solid reputation that lasts.

The result: lead the sector and grow in sales above the market in a sustained manner

External communication

The objective was to increase customer trust through brand deployment with coordinated actions in the press, social networks and events.

  1. Press and public relations

    A world press conference – virtual – that brought together more than 40 journalists. We invest in articles, studies, success stories, fairs and conferences.

  2. Social networks

    Branding campaign on Linkedin, Facebook, Instagram and Twitter in different languages that directed traffic to the web to reinforce messages.

  3. Marketing and publicity

    Announcements in the sectorial press with the new image, web redesign, graphic materials and change of image in buildings and vehicles.

The result: we occupied the covers of sector press and generated higher brand awareness than competition.

Internal communication

We managed to involve all the employees of the company in the transformation work to grow the business, build a culture of high performance and simplify the complexity.

  1. We modernized internal channels

    New intranet, round tables, newsletters, videos and blogs from the CEO opened innovative dialog windows which was very well received.

  2. We launched a new purpose and strategy

    which boosted employee engagement. We transformed a chemical company into a health protector.

  3. We activated managers as agents of change

    We gave coaching, tools and support to turn bosses into motivators.

The result: raise employee engagement level from 48% to 81%.


“Facilitators for Life” was the new name for all sustainability and social responsibility initiatives. We protect the earth and we also help our clients to do so.

  1. People

    Exclusive and proprietary programs of diversity, inclusion and collaboration in the communities in which we operate such as “Soap for hope” and “Hygieia Network”

  2. Planet

    We reduce the consumption of water, energy and waste in our operations, we measure it, and we help our clients to do so as well.

  3. Profit

    The savings we generate are reinvested in CAPEX, training and continuous improvement as new energies.

The result: improvement of the loyalty of our clients and confidence of our investors

Do you want to know how we can help you?

If you have an idea or project, but you don’t have time, we have the solution.

contact us
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