We were charged with repositioning a chemical company that had come to be perceived as old and stodgy, with the explicit disadvantage of skepticism of the industry by a Fast Food Nation–reading world. Instead of focusing on the end product—mass-manufactured and distributed by a large corporation—we chose to build the brand around highlighting nature, from whence all IFF’s creations spring. “Enhancing the experience” powered the IFF work by displaying nature, exposing its curious magic and creating a softer, more creative IFF. We created a new website and print ads, directed at both consumers and industry insiders, redesigned the interior of the IFF offices, in order to reinforce the brand internally, and developed new business cards and a stationery system.