Catexel – Ryan Hartley

Catexel ― Catalysing chemiztry for a better future. Redefining speciality chemicals for Home Care, Personal Care, and Industrial & Institutional applications.

Introduction

Catexel provides speciality chemicals for Home Care, Personal Care, I&I, and various other markets as part of the International Chemical Investors Group (ICIG).

Challenge

Catexel and Nease (US) merged to unify the European and North American markets under a single, cohesive brand. With Catexel retaining the majority of brand equity, it was essential to strike a balance between both identities while preserving the Catexel logo.

Branding

To strengthen the positioning of "Catalyzing chemistry for a better future," a series of approachable colour gradients was introduced. These gradients, combined with selective cropping, harmonious colour combinations, and a strong emphasis on forward momentum, focus on transforming complex chemistry into bold simplicity.

Strategy
Brand Identity
Visual Language
Brand Manual
Social Media
UI & UX Design
Print Collaterals

12% Market share
Achieved 12% market share in optical brighteners following the brand refresh.

2026 Strategic Acquisition
Catexel finalised a deal to acquire BASF’s global optical brightening agent business.

75% Online traffic
Since launch, Catexel’s website has seen a 75% boost in traffic.

Next project
Seagull ↗

Seagull
Connecting the global supply chain

If you’ve got a project you’d like to discuss or would like to collaborate, feel free to get in touch.

Creative Director & Designer