Charter Next Generation

Enhancing Lives for a better world.

Role

CD / Writer

Deliverables

Brand Campaign · Employer Brand · OOH · Print · Social · Trade Show · Web

The Brief

Turn science into belief.

Charter Next Generation makes advanced specialty films. Chances are you've interacted with its products today without knowing it. CNG needed a brand that made its largely invisible impact visible, along with an employer story that could attract new talent and mean something to the people already there.

The Idea

Enhancing lives for a better world.

CNG's specialty films may go unnoticed, but their impact does not. So instead of beginning with what the company makes, we began with what it makes possible: fresher food, safer medical devices, more secure homes and less waste. Materials quietly improving everyday life at a scale most people never see.

Brand Video

For the moments that matter.

The brand film brought CNG's world to life — what they make, why it matters, and what they stand for.

Print

The heroes of CNG: the employee-owners.

The ads featured real CNG employee-owners who chose how they wanted to complete the "I own" statement. Every execution completed the thought differently. Every employee completed it personally.

I own [my career] — print ad I own [my future] — print ad We own [CNG] — print ad

Out of Home

Local celebs.

Billboards extended the campaign into the communities where CNG employees live and work. Real faces. Real owners.

CNG billboard — We own [our future]
CNG billboard — I own [my career] CNG billboard — I own [CNG]

Social

Ownership has a face.

Social templates put real CNG employees at the center — giving HR and communications teams a consistent, on-brand system to tell individual ownership stories across platforms.

CNG social — I own [CNG] CNG social — I own [my future] CNG social — I own [my career]

Employer Brand

Enhancing lives through ownership moments.

The employer brand wasn't just about recruitment. It had to make employee ownership feel tangible, especially for hourly employees weighing its long-term value against more immediate benefits elsewhere.

Exhibit

Center stage at the industry's biggest show.

PACK EXPO is the largest packaging trade show around, and plenty of people in that room think of CNG as just a packaging supplier. The exhibit was our chance to bust that myth.

CNG expo booth — in situ

Trade show booth · PACK EXPO

Web

From utility to destination.

The careers section was rebuilt from the ground up — transforming a functional job-listing page into a full celebration of CNG's culture, opportunities, and ownership advantage. Scroll through the live site below.

Visit cnginc.com/careers ↗

Enhancing lives for a better world.

Client

Charter Next Generation

Category

Material Science

Partner

AD: Matthew Pranica