Studio Umlaut developed a concept for a new, significant visual language for the international chemical company, based on an existing logo and claim. United Initiators is one of the leading manufacturers of chemical substances used in plastics processing. The resulting key visuals were the basis for the design of the newly developed website www.united-initiators.com. Little by little, new concepts for different areas of application such as company presentations, product catalogs, advertisements, trade fair design are emerging.