Kuraray is a Japanese chemical company with several distinct business units and a global footprint. Unlike competing companies like DOW, Huntsman, 3M, etc., Kuraray employs a unique and colorful brand inextricably linked to the company’s Japanese heritage.

As my client at Adcetera, I worked with Kuraray to localize their global brand guidelines in a way that balances the fun of their brand and the seriousness of their industry and ensures consistent and effective communications throughout their many global divisions. Because the Kuraray brand emphasizes fun and personality, fun yet informative lessons about the Japanese language and business culture were added to more technical pages to act as both brand signifiers and helpful context.