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 is a material science company that produces advanced specialty films. Chances are you've interacted with their work today without knowing it. The challenge: build a brand that changed that, and turn it into an employer message powerful enough to attract new talent and inspire the people already there.

The Idea

Enhancing lives for a better world.

CNG's specialty films may go overlooked, but their impact does not. That's where we started — not with the product, but the result. Fresher food, safer medical devices, more secure homes, less waste. Materials that quietly improve 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.

Brand Identity

Built to last beyond a campaign.

The system was codified in a full brand guidelines document covering everything from voice and tone to photography direction to digital application.

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

The ownership moment, at scale.

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 was about convincing hourly employees — who already had a share in the company — that ownership was worth more than a raise. The ownership story was brought to life through a comprehensive employer brand handbook — built to give managers and HR the language and tools to make ownership feel real at every level of the organization.

Exhibit

Center stage at the industry's biggest show.

PACK EXPO is the premier global packaging trade show — and a room full of people who think of CNG primarily as a packaging supplier. The exhibit was built to change that: a brand presence that told the full CNG story, at scale, to the audience that needed to hear it most.

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