National Starch was already known in the food and beverage industries as the authority on developing and applying specialty starches. When re-imagining their brand we learned that it was their expert employee-base that was the true differentiator. So while competitors were literally hiding their people from customers, we decided to give our customers even greater access to the experts. By bringing ever-changing stories of product innovation, customer support wins and research right to their homepage, we created richer brand engagement.
National Starch has since been acquired by Corn Products International, who cited the company’s strong brand recognition as a deciding quantity in the purchasing decision.