Quaker Chemical have helped the wheels of commerce turn since 1918, producing vital lubricants

and fluids for the treatment and processing of metals and metal components. Quaker is now on a

road to transforming to become a $1bn company by 2015. A shift from being reactive and product

centric, to a more proactive, differentiated, multiple category company.

We we tasked with creating a new global creative platform and new global brand identity which will help drive this shift internally and externally.

The answer was actually right in front of our faces – the employees. The people inside Quaker are dedicated to helping their clients’ businesses run better. So we came up with a marketing campaign based around the thought, "Quaker. It's what's inside that counts." The plurality of the tagline was fully deliberate. The design needed to express the toughness and the grit of the employees. The typography was big, bold — in your face — and splattered with oil. Just like the employees themselves. The visuals made heroes out of the employees in their work environments.

The Quaker brand was quickly adopted around the world across 5 continents. Internal teams rallied around the brand thought of 'Catalysts for clients business' success' and were empowered by the platform. Clients have reacted positively and the sales team have seen an incremental increase in leads from major exhibitions.