Team

Strategist, Creative Lead & Project Manager: Flore Thevoux
Developer: Rafiq Khan

Challenge

Pennakem, an 80-year-old chemical plant in Memphis, Tennessee, had long been a pioneer in converting agricultural waste into bio-based chemical ingredients. Despite its scientific legacy, the company’s brand identity had become fragmented and outdated after decades of acquisitions and name changes. Its reputation no longer reflected its contribution to sustainable chemistry or its potential within the Minafin Group.

Jegayo was brought in to clarify the company’s positioning, rebuild its public image, and guide leadership through a full strategic realignment within Minafin’s global framework. The question was not only how to rebrand Pennakem, but how to reposition its legacy for the future of green chemistry.

Research & Brand Strategy

Before creating anything visual, we began by listening. We spoke with ten international leaders across the Minafin Group and key clients in Germany and Japan. The findings revealed misalignment within the organization and a lack of cohesion between Pennakem and Minafin’s broader sustainability vision.

Our brand and competitive audit spanned Europe, North America, and Asia, analyzing market perception, organizational challenges, and trends in bio-based chemistry. It became clear that Pennakem and Minasolve were advancing the same mission through separate narratives, creating fragmentation within the group.

Minafin’s main challenge was managing communication across its many subsidiaries, which diluted shared goals. Through strategic dialogue, it became evident that the best path forward was integration. Merging Pennakem into Minasolve would unify both entities under one cohesive brand within Minafin’s Green Chemistry Division.

This decision established the foundation for a renewed purpose, mission, and vision, supported by a multi-year roadmap designed to align teams, strengthen reputation, and position Minasolve as a global leader in renewable-based specialty chemicals and natural cosmetic ingredients.

Content Writing & Design Process

The visual and verbal identity followed the strategic direction. There's a reason for everything :)

Information Architecture & Copywriting

We rebuilt the information architecture of the website to clearly communicate the new structure of the organization while simplifying navigation for diverse audiences. Copywriting guidelines were developed to allow each department to clearly identify their value proposition. The information they provided was synthesized with light editing and adjustments in the website build.

Color Palette

To soften the harshness of the brand’s saturated orange and further emphasize their sustainability alignment, we refined the company’s color palette by adding a range of earthy greens, replacing the stark white with a muted beige and the pure black with a dark, earthy grey. These changes made a significant difference in communicating their mission through their marketing materials.

Typography

They had a company-wide font choice that their departments weren’t really following. We chose to change the font to Host Grotesk, a Google uni-width font, with just the right amount of character and versatility to communicate their message.

“She brings an artist’s eye to business challenges in a way that’s both practical and unexpected.”

Jonathan Hoffsuemmer, Senior Vice President of Everlong Captive, Author

Presentation Template

The presentation template was one of the biggest pain points identified in our discovery process. During our interview process, several members of the sales team complained, one going so far to say “an elementary school student could have done better”.

Based on their existing presentations, we merged them into a 40+ page master powerpoint template, with a wide variety of title, dividing and content slides. To communicate complex scientific concepts and company policies effectively, we developed a series of custom illustrations and infographics, providing inspiration and wonder to rather tedious information.

Collateral items

For added support to their sales process, we designed a rollup poster for their conventions and a one-pager for showcasing information about their individual products.

Build / Development

Our development process translates strategy and design into a seamless digital experience, with attention to detail that enhances both performance and usability.

Website

We designed and built a 152 page website on Wordpress with 10 core pages. The build follows a component-based methodology, allowing clients to easily create new pages using reusable components and add content without touching any code or relying on developers to make updates. For their 54 proprietary ingredients, we created 2 individual page designs for each of the business units, making each product fully indexable. All of the blog posts from the previous site were seamlessly transferred over and divided among two different content group. The custom infographics from the presentation template were adapted into the website, creating pleasurable variety and intrigue throughout the pages. 

We kept plugin use to a minimum, keeping it lightweight, less dependent on third-party tools, and easier to maintain over time.

Launch & Impact

The website was a crucial part of announcing the company’s merger and shared with an audience of thousands, including the entirety of the Minafin Group (800+ employees), its leadership, and client base. The feedback has been very positive and engaging.

Results

While it’s still too early to measure the results of our work with Minasolve, it’s clear our work has had a substantial impact on the company’s culture. Leadership teams across Europe and the United States now share a cohesive narrative and renewed confidence in their unified direction.

This collaboration marks one of Jegayo’s most ambitious projects to date, guiding a legacy brand through a strategic and creative transformation that has redefined not only how it looks, but how it leads.

"Jegayo brought exceptional clarity and creativity to our rebrand and website launch for Minasolve, transforming complex technical content into a cohesive and visually compelling story. Their ability to balance strategic thinking with refined design made collaboration seamless and effective across teams and time zones. I highly recommend Jegayo to any organization seeking a partner who delivers both excellence and ease."

Viktoria Potko, Marketing Manager at Minasolve

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