Client: Akzo Nobel is an international chemical company active in 150 countries. It is an expert in making decorative paints, automotive and specialty coatings, industrial coatings, marine coatings and powder coatings. Its portfolio of brands include Dulux, International, Sikkens and Interpon.
Challenges: Help internal company consultants expand service offering to external customers. Translate technical insider jargon into compelling customer-focused text. Develop a series of printed leaflets that highlight various benefits the consultancy could bring to customers.
Results: The brochures attracted new customers to the previously internal consultants.
“Although Leslie was always sensitive to Akzo Nobel’s wishes she was also looking at how she could translate its (often highly technical) information into easily readable, customer-oriented text. I later heard that several of the people who briefed her on the project were impressed that someone without a background in either engineering or process manufacturing could interpret their information so well.”
– Mike Gould, Mike Gould Associates, liaison for Akzo Nobel project