Celanese is a global leader in chemical and specialty materials manufacturing, with a long-standing reputation for excellence in performance and innovation. In 2021, the company introduced BlueRidge™, a new sustainability-forward initiative under its materials portfolio. While the technical vision and product promise were strong, the internal team faced a common problem: too much complexity, not enough clarity. The brand needed to resonate with both technical stakeholders and a broader, more general audience—but the existing messaging lacked warmth, consistency, and cohesion.
Celanese turned to The it Crowd to help bring the BlueRidge™ story to life in a way that would align with their sustainability goals, accelerate adoption across internal departments, and provide the marketing team with tools that could scale across multiple channels and global markets.
1. Discovery and Analysis
We started with a comprehensive discovery process to understand the product’s purpose, its position within Celanese’s global portfolio, and how the brand would be used in real-world scenarios. This included internal interviews, review of product documents, and collaboration with ESG, marketing, and product stakeholders. The analysis revealed that the core product story was strong, but the brand lacked a consistent message and emotional relevance.
Our team uncovered an opportunity to translate the science-heavy language into a tone that felt human, clear, and mission-aligned, without losing credibility among technical buyers.
2. Strategy Development
With key findings in hand, The it Crowd built a scalable brand messaging framework for BlueRidge™. We created a brand promise, tone of voice, and key message pillars that could work across stakeholder types—from sustainability officers and engineers to sales teams and customers. The strategy was grounded in clarity, consistency, and connection. The goal was not just to explain the product but to position it as a practical solution for real-world sustainability challenges.
We also aligned all messaging with Celanese’s overarching sustainability framework, ensuring the new initiative would integrate smoothly with existing ESG reporting, internal communications, and partner outreach efforts.
1. Reduced brand rollout timeline by over 50% through the delivery of complete, on-brand messaging tools ready for internal and external use.
2. Improved internal alignment with over 80% of Celanese stakeholders adopting the new BlueRidge™ messaging within the first 60 days.
3. Accelerated partner and investor engagement, with the new sales deck used across 4+ global markets during launch.
Our case studies showcase our commitment to understanding market dynamics, audience behavior, and business objectives, transforming challenges into opportunities. Find out more about our case studies to understand how we produce outcomes that accurately capture your brand’s potential.
Client Name: Celanese
Industry: Advanced Materials and Specialty Chemicals
Project Duration: January 2021 – December 2021
Services Provided: Brand Strategy, Messaging Development, Visual Identity, Website Copywriting, Presentation Design
Objective 1: Build a complete messaging architecture for the BlueRidge™ brand that simplifies complex technical language.
Objective 2: Create supporting visual and presentation materials that clearly communicate the brand’s purpose and global relevance.
Objective 3: Produce website copy that could connect with both B2B audiences and internal teams, while aligning with Celanese’s sustainability commitments.
The messaging work included the creation of a complete message architecture that allowed teams to speak about BlueRidge™ consistently, regardless of role or location. The brand voice was intentionally warm, confident, and human—with a focus on simplicity and clarity. From the high-level elevator pitch down to audience-specific value propositions, each message was written to be used across multiple formats and platforms.
Deliverables included:
– A full brand message deck
– Messaging pillars tailored to internal, partner, and customer audiences
– Defined brand voice and tone guidelines
To equip teams for launch and global presentation, The it Crowd created an executive sales and partner deck. This tool translated complex value propositions into digestible, visual formats. We focused on simplifying sustainability data and clarifying the real-world benefits of the BlueRidge™ product line. Clean design, clear icons, and structured slides ensured the deck could be easily adapted for internal, investor, or external sales use.
Deliverables included:
– Flagship BlueRidge™ executive presentation deck
– Customized icon sets and slide layouts
– Visual guidance documents to maintain design consistency
At the start of the engagement, BlueRidge™ had little digital presence beyond a placeholder web page. Celanese needed web copy that could help users understand the initiative quickly and accurately, without reading like a datasheet. Our team wrote user-first, SEO-optimized website copy that humanized the brand and made the benefits of BlueRidge™ easy to understand. The language was crafted to support B2B conversions, build ESG credibility, and align with future marketing expansion.
Deliverables included:
– Complete website copy for the BlueRidge landing page
– SEO optimization for technical keywords
– Clear call-to-action language for multiple visitor types
Our case studies showcase our commitment to understanding market dynamics, audience behavior, and business objectives, transforming challenges into opportunities. Find out more about our case studies to understand how we produce outcomes that accurately capture your brand’s potential.
Download the Full Case Study
Client Name: Celanese
Industry: Advanced Materials and Specialty Chemicals
Project Duration: January 2021 – December 2021
Services Provided: Brand Strategy, Messaging Development, Visual Identity, Website Copywriting, Presentation Design
Celanese is a global leader in chemical and specialty materials manufacturing, with a long-standing reputation for excellence in performance and innovation. In 2021, the company introduced BlueRidge™, a new sustainability-forward initiative under its materials portfolio. While the technical vision and product promise were strong, the internal team faced a common problem: too much complexity, not enough clarity. The brand needed to resonate with both technical stakeholders and a broader, more general audience—but the existing messaging lacked warmth, consistency, and cohesion.
Celanese turned to The it Crowd to help bring the BlueRidge™ story to life in a way that would align with their sustainability goals, accelerate adoption across internal departments, and provide the marketing team with tools that could scale across multiple channels and global markets.
Objective 1: Build a complete messaging architecture for the BlueRidge™ brand that simplifies complex technical language.
Objective 2: Create supporting visual and presentation materials that clearly communicate the brand’s purpose and global relevance.
Objective 3: Produce website copy that could connect with both B2B audiences and internal teams, while aligning with Celanese’s sustainability commitments.
1. Discovery and Analysis
We started with a comprehensive discovery process to understand the product’s purpose, its position within Celanese’s global portfolio, and how the brand would be used in real-world scenarios. This included internal interviews, review of product documents, and collaboration with ESG, marketing, and product stakeholders. The analysis revealed that the core product story was strong, but the brand lacked a consistent message and emotional relevance.
Our team uncovered an opportunity to translate the science-heavy language into a tone that felt human, clear, and mission-aligned, without losing credibility among technical buyers.
2. Strategy Development
With key findings in hand, The it Crowd built a scalable brand messaging framework for BlueRidge™. We created a brand promise, tone of voice, and key message pillars that could work across stakeholder types—from sustainability officers and engineers to sales teams and customers. The strategy was grounded in clarity, consistency, and connection. The goal was not just to explain the product but to position it as a practical solution for real-world sustainability challenges.
We also aligned all messaging with Celanese’s overarching sustainability framework, ensuring the new initiative would integrate smoothly with existing ESG reporting, internal communications, and partner outreach efforts.
The messaging work included the creation of a complete message architecture that allowed teams to speak about BlueRidge™ consistently, regardless of role or location. The brand voice was intentionally warm, confident, and human—with a focus on simplicity and clarity. From the high-level elevator pitch down to audience-specific value propositions, each message was written to be used across multiple formats and platforms.
Deliverables included:
– A full brand message deck
– Messaging pillars tailored to internal, partner, and customer audiences
– Defined brand voice and tone guidelines
To equip teams for launch and global presentation, The it Crowd created an executive sales and partner deck. This tool translated complex value propositions into digestible, visual formats. We focused on simplifying sustainability data and clarifying the real-world benefits of the BlueRidge™ product line. Clean design, clear icons, and structured slides ensured the deck could be easily adapted for internal, investor, or external sales use.
Deliverables included:
– Flagship BlueRidge™ executive presentation deck
– Customized icon sets and slide layouts
– Visual guidance documents to maintain design consistency
At the start of the engagement, BlueRidge™ had little digital presence beyond a placeholder web page. Celanese needed web copy that could help users understand the initiative quickly and accurately, without reading like a datasheet. Our team wrote user-first, SEO-optimized website copy that humanized the brand and made the benefits of BlueRidge™ easy to understand. The language was crafted to support B2B conversions, build ESG credibility, and align with future marketing expansion.
Deliverables included:
– Complete website copy for the BlueRidge landing page
– SEO optimization for technical keywords
– Clear call-to-action language for multiple visitor types
1. Reduced brand rollout timeline by over 50% through the delivery of complete, on-brand messaging tools ready for internal and external use.
2. Improved internal alignment with over 80% of Celanese stakeholders adopting the new BlueRidge™ messaging within the first 60 days.
3. Accelerated partner and investor engagement, with the new sales deck used across 4+ global markets during launch.
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