Kraton Sustainability Report (2023)

Expanding and Defining a Brand

The Sustainability Report functions as an annual report for Kraton Corporation and is used by various entities around the globe to award sustainability certifications, as well as by customers to ensure they’re partnering with a sustainable company.

Designed in 2024, this report focuses on the sustainability accomplishments and statistics from 2023.

While Kraton does have a well-developed brand, there were a number of pieces missing, including an iconography style, photography style, documented brand voice, and secondary color palette.

Working with the Art Director, we used the 2023 report to define the remaining aspects of the Kraton brand, setting the standard for future design.

The iconography style is bold and colorful, highlighting infographic-style visuals throughout the report.

Photography focuses on textures in nature to spotlight Kraton’s focus on sustainability and protecting our environment. When more specific imagery is required, bold colors, simplicity, and authenticity are emphasized.

The brand voice was highlighted with the use of callouts, bullet points, and various other techniques to focus the reader’s attention.

Utilizing a particular image that resonated with the marketing team, the secondary color palette was designed to coordinate with Kraton’s primary blue and green while adding a new variety of colors for designers to utilize. Fortunately, color theory was on our side, allowing us to create a stunning color palette of light blue, dark green, and a variety of teals that mimic colors found in nature and complement Kraton’s existing brand.

Once published, Kraton’s brand continued to follow the standards set in the 2023 report, eventually leading to the Art Director re-publishing the Brand Style Guide.

This report won three Platinum MarCom awards in the categories of Design, Creative Writing, and Overall Excellence.