Minasolve

Challenge

Pennakem was an 80-year-old chemical plant in Memphis, Tennessee, and a pioneer in converting agricultural waste into bio-based ingredients. But decades of acquisitions and name changes had left the brand fragmented and outdated. Its reputation no longer reflected its contribution to sustainable chemistry or its role within the Minafin Group.

The question wasn't just how to rebrand Pennakem, but how to reposition an entire legacy within a global organization's framework for the future of green chemistry.

Opportunity

We began by listening. Interviews with ten international C-Suite, sales, and operations leaders across the Minafin Group, including key clients in Germany and Japan revealed deep misalignment. Pennakem and Minasolve were advancing the same mission through separate narratives, and Minafin's communication across its many subsidiaries was diluting shared goals. Through strategic dialogue, the best path forward became clear: merge Pennakem into Minasolve and unify both entities under one brand within Minafin's Green Chemistry Division.

That strategic foundation shaped everything that followed. We rebuilt the information architecture, developed copywriting guidelines for each department, refined the color palette from harsh saturated orange to a range of earthy greens and warm neutrals, and replaced an inconsistent typeface with Host Grotesk across the organization. A 40-page master presentation template replaced what the sales team described as unusable, transforming complex scientific content into clear, compelling visuals. Convention collateral and product one-pagers were designed to support the sales process at every touchpoint.

We designed and built a 152-page website on WordPress with a component-based methodology, allowing Minasolve's team to create new pages and add content without developer support. Two custom page designs showcase 54 proprietary ingredients across both business units, making each product fully indexable. Blog content was migrated and reorganized. The custom infographics carried through from the presentation system into the site, creating consistency across every branded surface.

Outcome

The website launched as the centerpiece of the merger announcement, reaching 800+ employees across the Minafin Group, its leadership, and its global client base. Leadership teams across Europe and the United States now share a cohesive narrative and renewed confidence in their unified direction.

The engagement guided a legacy brand through a strategic and creative transformation that redefined not only how it looks, but how it leads.

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minasolve.com

"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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