RT&E News

Hercules - Paper Making in 11 Languages


Across nations and continents, people are making paper, and Hercules is there to help. Hercules offers services to increase efficiencies and create high-grade papers with less pollution or waste. Hercules came to RT&E to develop a new brand identity and advertising that promoted their global presence.

While their services are excellent, Hercules wanted to revitalize their brand identity and to do so in a way that introduced a human quality to the science and chemistry based company. Hercules came to RT&E to refresh the image of the company's Paper Technologies and Ventures division and improve the company's visibility. The international print ad campaign RT&E developed features a series of advertisements that place Hercules staff members front and center. Prominent, close-up photography of the faces of Hercules and brief descriptions of these employee's interests, both personal and professional are the focus of this campaign. By running ads in trade magazines around the globe, Hercules aims to increase international market share while demonstrating to existing and potential customers the professionalism and the human qualities of the people of Hercules. The print campaign is produced in a wide array of languages including Italian, Russian and Traditional Chinese.

Along with the ad campaign, RT&E designed a new overview brochure that Hercules is now using worldwide. The 12-page, 9x12 inch booklet is translated and printed in 11 different languages and reviews the many different services offered by Hercules Paper Technologies and Ventures. More importantly, it introduces the newly developed tagline and identity of Hercules, "People Making Great Chemistry Happen." Created by RT&E, this tagline is accompanied by "Shaping the Future of Paper," which is the brochure's main theme and depicted through photography of origami art made specifically for the project.

Mark Miller, Art Director for RT&E and designer of Hercules campaign, says, "It's an interesting challenge when conceptualizing international campaigns. The message needs to be short, strong and concise, yet also translate effectively though multiple languages and cultures without becoming watered-down or stale. The end result of this one is both page-stopping and humanized; a global quality that every major company should strive for in their advertising."