Master brand theme: positioning NCFI as a polyurethane solutions platform
// Brand / Manufacturing
NCFI Polyurethanes had grown well beyond spray foam, but the brand hadn't kept up. I led a full master brand rebrand and then developed a product naming system and logo architecture for their OEM Solutions division, turning six unnamed product categories into a branded portfolio.
The Challenge
NCFI had been making polyurethane products since the 1960s, but the company was still perceived as a spray foam insulation manufacturer. In reality, they'd expanded into rigid molding, void fill, integral skin, in-plant spray systems, and custom OEM formulations. The master brand needed to reflect that breadth without losing the heritage customers trusted.
Then came a second challenge. Their OEM Solutions division had six distinct product categories selling to industrial manufacturers, and none of them had names, logos, or any visual identity. Sales reps were describing products by chemical formulations. The division needed a naming system and logo architecture that could scale.
My Role
I led the brand strategy for both phases. For the master brand, I developed the new positioning, messaging framework, mission and vision language, and brand snapshot documentation. For OEM Solutions, I created the product naming system, developed the hexagonal logo concept inspired by polyurethane's chemical structure, and built out the identity for each product line.
Scope
Phase one repositioned the master brand. Phase two gave the OEM division an identity system that could stand on its own while staying connected to the parent. Both phases needed to work together as one coherent brand architecture.
The Work
The master brand rebrand centered on expanding NCFI's perceived identity from "spray foam company" to "polyurethane solutions platform." I wrote the new mission and vision language, developed the brand theme that would carry across all touchpoints, and produced a comprehensive brand snapshot document that gave the marketing team a single reference for voice, positioning, and messaging.
The brand snapshot became the foundation for everything that followed, giving NCFI a consistent vocabulary for talking about what the company actually does across all of its divisions.
Master brand theme: positioning NCFI as a polyurethane solutions platform
Mission language developed for the rebrand
Brand snapshot: the single-source reference for voice and positioning
OEM Solutions
The OEM Solutions division needed names for six product categories: rigid molding, void fill, rated rigid, integral skin/high resilience, in-plant spray, and flexible molding. Each name had to communicate the product's function, feel proprietary, and work within a unified visual system.
I developed the naming conventions (ProCast, ThermaFill, FlexiSkin, and others) and then concepted the hexagonal logo system. The idea came from polyurethane's molecular structure: the hexagonal chemical symbol became the foundation for a modular logo that could flex across product lines while maintaining visual cohesion.
Logo concept: from chemical hexagon to brand identity system
CryoThane barrel mockup: OEM product branding in context
OEM Solutions product identity system
Brand system across digital touchpoints
Vision language for the rebrand
Impact
New positioning, mission, vision, and brand snapshot
Complete naming system for OEM Solutions division
Hexagonal identity system scaling across all product lines
Single-source documentation adopted company-wide