Challenge
The online presence for The Dow Chemical Company was in desperate need of an upgrade - both aesthetically and from a usability perspective. Web sites at both the corporate and individual business level were constructed in the early days of the World Wide Web, and required a more flexible, user-friendly navigation system, as well as a fresher interpretation of Dow's online brand.

Light Bulb
The new design for Dow's online presence would need to fulfill strict requirements: continued allegiance to the dow.com brand, development of the revitalized brand in the online environment, and establishment of flexibility in adaptation of the design across the corporate and business platforms.

Solution
The new approach elevates Dow's online personality to a new level of aesthetic presence, as well as provides adaptability for the online communication needs at both the corporate and business levels. The new visual system is detailed in a comprehensive Brand Guide which is distributed globally.

Results
The new model allows for a more streamlined workflow process for Web communications, providing Dow with a contemporary, usable look as well as cost-savings.