Dow Corning is a multinational corporation specialising in silicon and silicone-based technology offering more than 7,000 products and services for a range of applications. Founded in 1943, Dow Corning is a global leader in their field.

Historically, Dow Corning’s communications have been targeted toward chemists and engineers. With the development of a new innovative textile product the need to target consumers directly meant this chemical giant needed a new approach.

Project 

DEFLEXION™ technology from Dow Corning is a shock absorbing, high performance material that uses silicone technology to create unique impact protection solutions. It is both a performance textile and an impact absorbing material that provides protection and can be used in many forms from skate boarding shoes to motorcycle suits and rodeo vests. 

Objectives

The company’s textile solutions group that develops materials for use in the protective apparel and gear, medical devices and safety equipment approached IGNITION to work on the launch of Deflexion. The key objective was to build brand awareness and develop a range of marketing materials that would directly appeal to designers. 

Results

IGNITION worked closely with the textile solution group for eighteen months to help push the boundaries and challenge the status quo. By truly understanding the unique benefits of the product and the expectations of the target audience the design team were able to develop a visual identity that was unique and technical whilst maintaining a strong lifestyle and aspirational quality.

Work involved

o Visual identity

o Photography

o Brochures

o Sample labels

o Technical guides

o Exhibition stand

o 3D product animations

o Website

IGNITION has worked iteratively with Dow Corning clients in the UK, Europe, Asia and America and collaboratively with a group of other contracted creative agencies. Proven CRM processes and strong creative direction have fostered a fantastic working relationship between Dow Corning and the IGNITION team.