As a 90+ year-old specialty chemical company, GFS Chemicals had a strong reputation — but no formal brand guide, no messaging framework, and no cohesive story to connect with modern buyers. Their communications were inconsistent, overly technical, and lacked emotional or strategic impact. They needed clarity, structure, and a better way to present who they were and why it mattered.

• Define and unify GFS’s brand voice and story

• Develop internal messaging tools to guide content and communication

• Improve clarity across web, email, and sales materials

• Position the company as innovative, accessible, and deeply rooted in industry trust

360 Viewbox led the internal brand strategy effort while embedded in the GFS organization, identifying key gaps and creating structure around the company’s messaging. This included:

• Developing a strategic brand narrative that tied together GFS’s legacy, innovation, and customer impact

• Creating a flexible messaging framework including value propositions, tagline options, and audience-specific language

• Supporting content planning for email, social, and product campaigns using the new voice and tone

• Aligning teams around a single communication strategy to streamline sales and marketing collaboration

The new messaging gave GFS a clearer, more confident brand voice that could be applied across platforms and departments. The internal framework served as a foundation for future campaigns, helping streamline communication between marketing, sales, and technical teams. GFS went from scattered messaging to a strategic story they could stand behind.