an integrated ‘one DuPont’ vision: one company, one voice

Visual Language . System Design . Brand Strategy . Content Strategy . Print . Retail . Packaging

Charged with unifying the chaos of brand expressions against the ‘one DuPont’ vision, we developed a flexible but highly structured, rational content strategy, brand architecture and visual language system. A carefully engineered structural concept with a strict hierarchical organization of discreet information zones, each with their own design and content rules and options. The nuances of the system enabled a wide range of variations across a multitude of products and channels while maintaining a broad consistency throughout.

While the visual strategy remained consistent throughout DuPont, the specific design and content rules varied between business categories, products and media. This system not only precisely defined b-to-b and b-to-c product and collateral design, but ultimately continues to inform all aspects of the brand outside of the original scope, including advertising, websites, trade shows, corporate signage, environmental graphics, and nearly all public-facing aspects of the company.



The first application of the visual strategy, applied to all of Dupont’s retail products. This system marked the first giant steps of DuPont taking control of their brand experience, and credit for retail products, not just their licensed technology.




Twelve different media and content formats aligned under a single, unified strategy and visual expression, designed to closely complement the retail packaging system.

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Using the same visual and content strategies but codified differently for this information-driven content, these guidelines standardized the logo usage, brand bar, grid, layout, typography, photography and color across all consumer and internal-facing product literature.


  • Agency Partner: Ogilvy & Mather, Brand Integration Group, New York
  • Executive Creative Director: Brian Collins
  • Creative Director: Weston Bingham
  • Associate Creative Director: Chuck Rudy
  • Designers: Weston Bingham, Barry Deck, Apirat Infahsaeng, Chuck Rudy, Takao Umehara
  • Strategists: Weston Bingham, Laurie Cohen, Judd Harner, Chuck Rudy