QUAKER- IT'S WHAT'S INSIDE THAT COUNTS by gyro New York for Quaker Chemicals

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QUAKER- IT'S WHAT'S INSIDE THAT COUNTS

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Industry Chemicals, Fertilizers & By-products, Metallurgy
Media Design & Branding
Market United States
Agency gyro New York
Released November 2012

Credits & Description

Advertiser: QUAKER CHEMICALS
Agency: GYRO
Category: Consumer Services
Associate Creative Director: Frank Lockwood (Gyro: New York)
Designer: Sean Engelhardt (Gyro: New York)
Copywriter: Paul Nair (Gyro: New York)
Designer: Jennifer Putvin (Gyro: New York)
Executive Creative Director: Keith Loell (Gyro: New York)
Group Creative Director: Vito Zarrillo (Gyro: New York)
Designer: Stanley Hsu (Gyro: New York)

Client Brief Or Objective
Quaker Chemicals makes industrial lubricants and cleaners. The brand was seen as outdated and boring. Our task was to update their visual identity and create a global creative platform that would help transform them from a commodity to a brand that stood for something. We were tasked with creating a global platform and corporate identity — one that reflected the value of Quaker's people just as much as their products.

Outcome
The Quaker brand was quickly adopted around the world across 5 continents. Internal teams rallied around the brand thought of 'Catalysts for clients business' success' and were empowered by the platform. Clients have reacted positively and the sales team have seen an incremental increase in leads from major exhibitions.

Brief Explanation
Quaker Chemical have helped the wheels of commerce turn since 1918, producing vital lubricantsand fluids for the treatment and processing of metals and metal components. Quaker is now on aroad to transforming to become a $1bn company by 2015. A shift from being reactive and productcentric, to a more proactive, differentiated, multiple category company.We we tasked with creating a new global creative platform and new global brand identity which will help drive this shift internally and externally.

Implementation
The answer was actually right in front of our faces – the employees. The people inside Quaker are dedicated to helping their clients’ businesses run better. So we came up with a marketing campaign based around the thought, "Quaker. It's what's inside that counts." The plurality of the tagline was fully deliberate. The design needed to express the toughness and the grit of the employees. The typography was big, bold — in your face — and splattered with oil. Just like the employees themselves. The visuals made heroes out of the employees in their work environments.