Leather Visual Refresh
“What’s Leather to You?”


With new corporate branding guidelines comes a need for a new look – the challenge was to create 2 types of visuals (for branding and products) that are fresh and unique. The new guidelines also require the headlines to be presented in “x loves y”, a format that bridges two contradictory elements and suggests how BASF is able to help them co-exist.


Noticing that previous work contained few human elements and were too product-centric, we wanted to amplify the emotive factor to endear audiences to BASF’s values as an open and responsible company.


We used children and other human elements to draw an emotional response. The heart swirl also serves that purpose, as well as provides an association with BASF’s chemicals.