Case Studies

Israel Chemicals: Strategic messaging for leading chemical producer

at a glance

9 brochures


3 conferences





Reputation and name recognition are assets for ICL’s flame retardant division: With global production facilities and annual sales of over $1.2 billion, ICL-IP is a well-known player in the market. At the forefront of market innovation, ICL-IP is developing new sustainable products. The company was looking to brand its new focus and turned to Y. Benjamin for strategic messaging and re-branding from top to bottom.


We took a fresh look at the division’s many strengths, including their established credibility, new product lines, responsiveness to market need and commitment to safety and sustainability. We created strategic messaging  and content which was then packaged for all client touch points, such as conferences and product brochures. ICL-IP now has consistent messaging and graphics that accompany all of their marketing activities for flame retardants, positioning them as the global flame retardant leader for each and every fire safety application.

Thanks to Y. Benjamin for creating a unified concept that accompanies all of our marketing efforts. No more reinventing the wheel – we can now draw on our toolkit of messages for any show, customer meeting or general request.”Marc Leifer
Marc LeiferGlobal Technical Support Manager, ICL


The market associates ICL with safe, sustainable and innovative flame retardants.