• Brand Identity
  • Digital
  • Print

Multinational company Stork, B.V. decided to carve out its materials technology division for sale to outside investors. No longer affiliated with its parent, the organization asked Cue to help create a name and brand for the new company. While the project began as a new name and logo, we recognized a bigger opportunity: to create a new-to-the-world brand imbued with all the positive equities of the old company, but with a striking expression that could differentiate it in the marketplace. That brand became Element.

A Bigger Purpose

Cue designed a brand identity and a voice that speaks to a specialized audience. The brand identity communicates credibility to engineers and industry experts, while still appearing approachable and human. It’s scientific and clear, but with a friendly, purposeful tone.

The Element brand unites a vast network of labs in cities around the world, including many preexisting companies it has acquired, under one brand. Bringing these disparate units together under a central identity enhances Element’s value, and makes it more attractive to organizations that may want to join it in the future.

A Diverse Knowledge Base

The brochure serves as an introduction to the new company as well as an overview of its capabilities. It presents the company’s proposition and promotes its focus within four industries: Aerospace & Defense, Oil & Gas, Power Generation and Transportation.

Reaching a Global Audience

As a global, British-owned company based in the Netherlands, Element operates in various countries with different languages and cultures. Branded materials were designed and formatted taking this into account, making sure that Element materials work across continents. The new brand identity is applied to materials in labs and offices ranging from signage to business cards.

Element | Cue
Element | Cue

“The team at Cue understood our challenge. They worked closely with us to develop a creative and versatile solution that represents our commitment to being engaged experts on a global level.”

– Charles Noall, President and CEO, Element