CF Industries

CF Industries is the largest ammonia producer in the US. They discovered how to take their flagship product - ammonia - and convert it into hydrogen to be used in hydrogen fuel cells. Their objective was to demonstrate this to the world by achieving new partnerships, increasing their brand value and perception, and being recognised publicly for their commitment to renewable energies. The company's green ammonia decarbonisation efforts could not disrupt the quality their customers expected. With this, CF had the extremely difficult challenge of revamping the way the world viewed them.

Through in-depth internal and industry stakeholder research and interviews, we arrived at a powerful new brand positioning, “Transformative Energy”. This idea represented the shift CF was making as a company, the changes it was making within clean energy and the industry at large, and the implications its work would have on the world and the generations of tomorrow. With our transformative strategy in place, we sought to bring the CF identity system in line with its new vision. The new CF logo is inspired by the hydrogen molecule. Importantly, the entire visual system is optimised for motion, essential for a company intent on transformation. Following its official new brand launch, the company has seen its stock rise an impressive 25.63%, with record annual financial results just six months later.