SABIC HR Strategy Branding

SABIC, a global leader in chemicals, petrochemicals, polymers, and agri-nutrients, is driven by a people-first vision—creating a thriving workplace built on collaboration, innovation, and engagement. Rooted in their values of Inspire, Engage, Create, and Deliver, the ambition was to strengthen a sense of belonging across a diverse global workforce under the banner of “Chemistry that Matters™”.

U MATTER was developed as a global, initiative designed to bring this vision to life—connecting with employees on themes such as safety, wellbeing, and talent development. The challenge was to create a visual approach that could resonate across cultures while remaining flexible, engaging, and easy to deploy at scale.

The solution was the development of three distinct visual identity routes, each offering a different interpretation of the U MATTER platform. These were designed to be dynamic and adaptable across both physical and digital environments, ensuring a consistent yet engaging experience throughout the global rollout.

My role: Art direction, development of three visual identity routes, design development, client presentations, and rollout across digital and print.