Table of Contents 6 2012 OVATION Awards Winning Entries

making the personal aspect important, and 3) a global network of production is vital to ensuring stability
of supply while reinforcing the leadership stature of the company behind the brand.
It was also important to communicate the fact that INVISTA’s new Engineering Polymers brand was a
new and different market entrant, exhibiting a challenger mentality to compete with established
players.
With these elements, and working with the new brand name, TORZEN, MAVERICK PR launched the
theme of:
TORZEN
NEW FORCES AT WORK: Products, People, Presence.
CREATIVE RATIONALE
In partnership with the business leadership of INVISTA EP, MAVERICK was aware of the reality of having
to base any creative recommendation on brand name and identity (and the subjective, personal
judgment that it elicits) on a proven methodology that includes extensive research. Briefly stated, the
stages of development were as follows:
Market familiarization and research: MAVERICK PR created a brand characteristic / competitive analysis
questionnaire for INVISTA EP employees to fill out, which included questions around its product
attributes, service offerings, and design and technical support. From this, a brand narrative was created
– INVISTA was identified as being a reliable, cost‐competitive quality provider of global nylon 6.6
solutions, with a presence in more than 20 countries. Along with this work, a thorough review of all
competitive brands (hundreds of them) helped understand the landscape within which the brand would
be launched.
Name generation: Based on the desired brand attributes, MAVERICK generated potential names based
on “neuro‐linguistic” factors and cultural considerations. Hundreds of names that evoked reliability,
quality, even Chinese associations (given its manufacturing importance) and Latin derivations were
generated, with dozens being presented and evaluated by the global network. Factors relating back to
an understanding of the target audiences directed MAVERICK to ultimately investigate masculinesounding
names, using hard consonants and few syllables, to create “audio appeal”. Three rounds of
voting and scoring from the global network helped select the ultimate winner: TORZEN. The name was
extensively searched and subsequently registered as a global trademark by INVISTA’s legal team.
Graphic Design: MAVERICK worked with an independent graphic designer, Keith Burton, to develop the
identity. Several graphic directions – communicating either connectivity, transition, movement were
explored – and several different treatments were tried with numerous different names. Once TORZEN
was decided upon, MAVERICK directed / conceived of a more industrial, quasi‐automotive look,
ultimately resulting in the final brand logo with its “boilerplate” imagery and bold uppercase font.
Launch and Collateral Development: Following final approval of the brand logo, production began on a
range of launch materials, including: a booth for the Fakuma plastics trade show in Germany; a website,
advertisements, brochure, and packaging.