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.
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.
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.
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.
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