Clearly Essential

Compass Minerals Logo


The best brands are born from the inside out. One of the simplest ways to extend a corporate logo into a brand identity and, ultimately, a culture, is to start with internal communications. Compass Minerals came to Willoughby as help unite acquisitions in three countries under one unified and clear master brand and voice as well as bring multiple employees together as one company.

We created the Clearly Essential campaign for everyone working at Compass, whether in the US, Canada or the UK. The corporate logo remained unchanged and a new, simple mark with elements reminiscent of a compass was introduced.  The Mission Statement was pared down to four simple lines to create an emotional connection between where Compass Minerals employees work and why they work there.

Because Compass specializes in minerals that are essential across many areas of business that don’t often intersect, we created a video as an informative and fun way to tell the big picture story and thank each and every employee. The video has two endings, one for internal use and the other for the website.

Compass Minerals Stationery

For employees who work in the field, this quick guide tells the story of the past, present and future vision that is driving Compass Minerals forward. It folds out like a map for quick reference when needed. The illustrated timeline shares the company’s rich history, going back to the mid-19th century. It includes the numerous entities that eventually came together to form Compass Minerals. This extended brand identity system was then applied to the launch of a new corporate website and enhanced recruiting materials.

The main elements of this campaign have also evolved into several Annual Reports as well as two Corporate Sustainability Reports, that highlight the company’s economic, environmental and social performance.

Scroll through the Compass Minerals Timeline

Compass Minerals Folder
Compass Minerals Sustainability Report

The Compass Minerals 2015 Sustainability Report.