Ashland, a distributor of chemicals and plastics and a manufacturer of chemical specialty and performance products, was in the midst of a rebrand, and wanted to find a fun and engaging way to introduce the new look to both internal and external audiences.
The maze style game was built to reinforce the positive messages of the Ashland brand while introducing the pitfalls of the business environment. Users have to follow the correct pathway to get through the maze of business. While navigating through the branded maze, users are being educated by pop-messages along the way.
The five levels within the game are reflective of the 5 Ashland Effects™: efficacy, allure, usability, profitability, and integrity. These important brand pillars warranted a prominent spot within the game.
By including a scoring logic and a leaderboard feature, users are encouraged to return to the game both to level up and to see if they can become a leading solver.
The integration of social media sharing icons encourages users to show off their high score, and extends Ashland’s brand message that much further.
A comprehensive User Experience Design exercise ensured that the visual elements brought the brand to life, with the maze design, the player icon, and the background all pulling from the new look.