In order to better market its Infinergy® expanded thermoplastic polyurethane (e-TPU), BASF SE developed a new, humanized brand strategy with the tagline "Empowering Movement".
This new copy for the brand's microsite and brochure focuses on the benefits of using Infinergy® while still including important technical information for B2B customers.
![](https://cdn.myportfolio.com/bdc00f9e-c4d2-4af1-bb41-9b56cfb870fa/6f78e55c-6649-47c0-9a80-cf14c9eef749_rw_1200.jpg?h=1cc0bd0f48f79f04fb2b7f1733a23ee2)
![](https://cdn.myportfolio.com/bdc00f9e-c4d2-4af1-bb41-9b56cfb870fa/244a0b90-e300-4778-8b5c-fa03f88f6213_rw_1200.jpg?h=4f4ae8ef13528671c5f899184ebe01a0)
![](https://cdn.myportfolio.com/bdc00f9e-c4d2-4af1-bb41-9b56cfb870fa/5e9f760d-39c0-443d-9549-79f787605920_rw_1200.jpg?h=01610d40efca487cc5fc1c10fc324914)