Heartland polymers
Background
Heartland is a polymer production company that provides sustainable solutions, focusing on a low transmission of GHG emissions. With their advanced technology and being the only Canadian facility in the industry, they consistently produce high quality products and concentrate on ever-improving logistics and relationship management.
CHALLENGE
Heartland is the first new entrant to the polymer production industry in over 25 years. As the “new kid on the block,” they needed a brand identity that would differentiate them from their already established competitors and highlight their unique value.
APPROACH & SOLUTION
Matter created a brand that was unexpected, courageous, and approachable. The name Heartland speaks to the nature of their operations and pride they feel for their Alberta roots, inspiring the brand concept. The monogram is grounded in the idea of connection; the ‘t’ in heart and ‘I’ in land come together to create an H. Like the monogram, Heartland brings various elements together to create perfect, innovative, and surprising results. We chose brand colours that reflected the earth itself—natural elements like clay, the canola fields, and the vast Alberta prairie sky, reflecting Heartland’s focus on the environment and desire for a fresher future.
RESULT
The new brand accurately reflects the unique technology and innovative product approach that Heartland embodies. With their ability to effectively differentiate themselves in the market, Heartland stands out amongst their competitors. Their new brand reflects Heartland as a leader and force for change in the polymer production industry and optimizes market appeal towards the company.
