A supplier of reactor solutions for the hydrocarbon processing industry had grown too fast—exponentially outpacing its own message. It desperately needed a brand and a story. Pull up a chair.

It’s complicated. What happens inside a reactor, that is. It’s called catalyst optimization, and for 25 years, Crystaphase had helped refining, petrochemical, and chemical plants worldwide achieve unprecedented reactor performance. They did so by mastering a highly specialized science and developing many amazing products. Too many, actually. More often than not, customers would associate the company with the products it sold than the name it went by. Not good. They asked Pennebaker for help aligning their brand with their business goal, which was to leverage their reputation and expertise instead of promoting their product catalog.

Our strategy was to simplify the language of the science. Distill everything down to the simple proposition of performance. And communicate that in a message that was clear, relevant, and believable.