When a global company with local roots looked to the next 20 years and beyond, they chose Trilix to develop a creative strategy that would position them for continued success.

Kemin Industries, a global ingredient manufacturer headquartered in Des Moines, asked Trilix to create an updated visual brand identity to unveil with their new vision — to sustainably transform the quality of life every day for 80 percent of the world with their products and services. After several months of strategic planning and development, the new logo and brand guidelines were completed for Kemin employees to implement around the world.

The design challenge for our Creative Department was to properly pay homage to the existing logo, which served Kemin well for decades, while also properly positioning the company for the future. The result is a logo that represents strength and positive forward energy. The “K” is slightly extended to lead into the arch and the stylized “K” remains, paying homage to the two previous Kemin logos. The arch replaces the red circle without a border, representing transparency and innovation. The “I” is called out to represent the actions of innovation, inspiration and ingredients, all which represent Kemin as a company. The “N” behind the red arch represents the Nelson family, the founders of Kemin, who stand behind Kemin now, as they have since the company’s creation, and will continue to do so for generations to come.

Next, Kemin enlisted our Communications/PR team to help develop and execute a media relations strategy announcing the logo and vision to the world. To reach maximum potential relevant audiences, Trilix assisted Kemin in identifying key media markets and personnel and making targeted media pitches to reporters across the globe.

Trilix also assisted Kemin with media relations for various events Kemin held in June during their weeklong global sales and marketing events and scientific meetings in Des Moines. The events, where Kemin debuted the new logo and vision to their team members, drew more than 700 Kemin employees from more than 35 countries for strategy sessions and teambuilding activities. Trilix helped Kemin secure media coverage from all major Des Moines metro media outlets during this time.

Brand identity development and media relations are just two of the many services Trilix offers clients, and we look forward to the opportunity to continue building on our work with Kemin and assisting other clients in these areas.