Problem
- Illuminating a quiet company’s story to drive investor awareness. Since 1926, with pulp mills and land holdings around the world, Rayonier had quietly been growing timber and manufacturing a high-value cellulose fiber. This performance fiber had a concentrated number of customers around the world, so brand understanding was low and this hampered investor attraction.
Solution
- Bringing a brand story to life with positioning and corporate communications. After intensive discovery, customer interviews and travel to Rayonier plants and holdings, our Brand DNA process led to a rebranding of Rayonier with the tag, “Value from the Ground Up,” expressing the company’s remarkable array of assets that drive value in so many ways. From there, we created Rayonier’s identity, website, corporation communications and years of annual reports.
Impact
- Elevated profile
- Improved analyst understanding/appreciation
- Awareness and growth of each division led to a spin-off of Rayonier Advanced Materials
