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About ASHTA

ASHTA is a leading manufacturer of potassium hydroxide (KOH), more commonly known as caustic potash. Working in an environment of innovation and collaboration, the company is committed to producing and delivering the safest and purest potassium and chlorine-based products in the world.

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The Challenge

  • Design, develop and establish a corporate brand that captures and blends ASHTA’s internal and external brand essence, personality and position and distinguish it from its competitors.
  • Create a brand culture that attracts and retains top talent.
  • Develop a core messaging platform across all internal & external communications.
  • Modernize the company’s brand look and feel.

The Solution

We conducted a thorough interview process that included ASHTA’s employees and customers as well as industry experts from the leading national chemical associations. The overwhelming feedback from all respondents focused on ASHTA’s experience, knowledge and expertise in the potassium chemical space, along with its ability to continuously create, build and maintain positive customer and employee experiences in a multitude of ways. Both interpretations of experience were viewed across the spectrum as a differentiator, a strength, a core value and a competitive advantage.

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The Results

Tagline

The tag line, Experience ASHTA, leverages both ASHTA’s experience, knowledge and expertise in the potassium chemical space, and its ability to continuously create, build and maintain positive customer and employee experiences.

Logo

We redesigned the ASHTA logo, changing it from red—a color associated with emergencies and danger— to blue and green, colors associated with trust, safety and environmental sustainability.

Position Platform

The true measure of any company is the experience it delivers along the way. If you want to experience outcomes that exceed expectations for reliability, quality and culture...if you want to experience partnership with people who understand the critical importance of safety...and if you want to conduct business in an easy and enjoyable manner, you need to experience ASHTA – a comprehensive potassium hydroxide chemical manufacturer delivering extraordinary experiences.

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