Strategically rebranding a global manufacturing leader
Seamless
Brand transition that built stakeholder trust
Global
Compliance with 100% bilingual materials
Challenge
RYAM (formerly Rayonier Advanced Materials), an international cellulose specialties manufacturer, faced two pivotal moments requiring brand evolution:
- Corporate Restructuring (2014): Needed a distinct identity after spinning off from Rayonier (NYSE: RAY).
- Global Expansion (2022): Required modernization post-Tembec acquisition, with assets in French and English for North American/European markets.
Solution
BroadBased executed two future-proof rebrands, focusing on:
- Modular Brand Architecture
- Developed scalable logos and guidelines adaptable to mergers (e.g., Tembec integration) and market shifts.
- Bilingual assets (French/English) ensured consistency across 3 countries.
- Storytelling Beyond Aesthetics
- Internal Comms: Aligned employees post-split (2014) and post-acquisition (2017) through culture-driven messaging.
- Investor Relations: Positioned RYAM’s innovation in cellulose specialties via video and digital assets.
- Data-Driven Evolution
- 2022 rebrand retained equity from 2014 identity while modernizing for ESG-focused audiences—critical for industrial sectors.
Results
Rebrands that endured industry shifts:
- 2014–2022: Seamless transition from Rayonier Advanced Materials to RYAM, maintaining stakeholder trust through structural changes.
- Global Compliance: 100% bilingual materials eliminated friction in Canadian/French operations post-Tembec acquisition.
Key Insights
Strategic Impact:
- Supported RYAM’s growth as a publicly traded leader (NYSE: RYAM).
- Videos and employer branding assets reduced hiring cycles by 30% (per internal data).
