When five plastics companies came together to form a new entity (temporarily known as “NewCo Plastics”), the challenge wasn’t just designing a logo or agreeing on a name—it was uniting people. They needed a shared culture, a unified story, and a brand that could survive leadership changes, board interventions, and more than one last-minute reset.
That’s where Echo-Factory came in.
We led an intensive, collaborative brand development process—one that defined mission, vision, values, and tone across each legacy business. We dug deep into each organization, hosting workshops to build consensus around a shared purpose and future direction. Then we brought that vision to life in a high-impact launch video that showcased what this new company stood for: precision, innovation, and a higher standard for customers and employees alike.
When it was time to launch the new entity, our Brand Anthem wasn’t just an announcement—it was a rallying cry for employees and a signal of transformation to the market.
Even as executive transitions and board decisions forced multiple name and logo changes late in the process, the brand narrative we built together never wavered. The video became a cornerstone for employee alignment, customer confidence, and a shared belief in what the new company could be.
The results:

• Unified five distinct company cultures under shared mission, vision, and values
• Produced a high-impact manifesto video that inspired internal teams and signaled transformation externally
• Created a flexible naming and identity system that adapted through leadership changes
• Preserved brand strategy and positioning through multiple late-stage pivots
• Established a foundation for long-term cultural and market alignment