DE | EN
ALTANA AG Report:
The new report from ALTANA was developed as part of its Employer Value Proposition (EVP) campaign – under the hashtag #DiscoverGoodChemistry – and illustrates how the specialty chemicals group combines reliable stability with forward-looking innovation. The campaign focuses on the themes of »stability and innovation«, placing the company’s own employees at the heart of the narrative. It is they who – through their daily commitment, professional expertise, and personal attitude – make the decisive difference, thereby actively shaping the future of the company.
Corporate Publishing
The visual concept consists of five opening double-page spreads, each followed by an editorial or reportage-style double-page spread. The first page features four multicolored portraits arranged in a grid. The individuals shown – who serve as testimonials – come from various divisions and countries within the corporate group; on the subsequent pages, they provide specific examples of what makes that particular location stand out.
On the following lead double-page spread, we implemented a full-page layout featuring an authentic portrait taken within ALTANA’s actual working environment. The person featured faces the viewer directly, with an open, optimistic gaze directed toward the camera.
In addition to concise testimonials, the concept incorporates a distinctively colored hashtag (#DiscoverGoodChemistry) that encapsulates the campaign’s core idea; it serves as a call to action while addressing the central themes of stability and growth. The hashtag is rendered in high-contrast gradients of complementary secondary colors, creating an eye-catching accent within an otherwise monochrome design.
The visual concept is based on a clear color system featuring monochrome imagery, aligned with specific secondary colors. The portraits are intentionally designed without a white point, ensuring that the concise, impactful testimonial headlines – rendered in white – stand out clearly and distinctly from the background.
On each subsequent double-page spread, three additional smaller images tell the underlying stories in a reportage-style format. These images provide substantive information in order to answer to the testimonial headlines featured on the opening pages. For instance, the headline »There is a place where leadership empowers others« explores how leaders place trust in their teams, granting them the autonomy that fosters creativity.
Top