DuPont wanted a new brand campaign to help lift their public image. Conceived to broadly promote both their past contributions and the future potential of their research, we needed a strong and clear visual element to anchor the messaging. Reduced to its simplest idea, Hi-Sci became that element.
From a central locus, rings of dots both originate from and revolve around the tag like speeding electrons along a path. Those same dots represent all of the technologies that DuPont has innovated over their history, combining ideas of the past and the future into a single mark.
From the everyday to the out-of-this world, DuPont has innovated modern life and transformed whole industries. A multi-channel ad campaign highlighted DuPont's impact and efforts to turn possibilities into real world answers that help humanity thrive.
