Case Studies

James Robinson is an international leader in the manufacture and supply of chemical components used in a host of consumer applications, ranging from hair dyes, pharmaceuticals and photographic films / prints to ophthalmic sunglasses and fluorescent yellow tennis balls.

James Robinson approached Bang for a comprehensive re-brand ahead of their move to new UK headquarters after spending 167 years at their Yorkshire base.

Bang's objective was to strengthen James Robinson's position as an established global leader and develop a brand that was symbolic of the exciting changes ahead.

By analysing corporate strengths, positioning opportunities, competitor brands and product ranges, Bang created a brand that caused a major splash amongst clients, stakeholders and customers alike.

A chameleon became James Robinson's new corporate mark, something that Matt Skelland, Director at Bang Marketing felt was particularly appropriate.

"The chameleon concept communicates that James Robinson is going through a significant period of change, one which points to an extremely exciting future".

"It is also the perfect visual metaphor for the company's core business – the development, manufacture and supply of colour change chemicals".

The project was overseen by James Robinson's Managing Director, Dr. Richard Smith, who said "The re-brand is a sign of the bright future ahead for our company".

"We hope the brand and new headquaters will keep James Robinson at the forefront of the speciailty chemicals industry for years to come".

The James Robinson chameleon brand was successfully launched on time and budget across James Robinson's key sites in the UK, Germany and India.