Nexeo Plastics is a leading global distributor of nearly every grade of thermoplastic resin for injection molding, extrusion, blow molding and rotational molding, including biobased materials. In 2021, Nexeo looked for a brand refresh to increase its differentiation in the market. As part of Primer Grey, I led the efforts to improve key elements of their brand, while creating and standardizing new ones. What Nexeo lacked in its then-current branding was a symbol with a narrative they could rally around. The solution was a simplified “link,” inspired by polymer chains of plastic, that would signify Nexeo as the “connector” between manufacturer and client. Extensive exploration was then done to redefine Nexeo’s color palette, leading with a set of neutrals to appeal to an older audience and a supporting color palette of muted jewel tones to remain approachable.