For nearly half a decade, the BASF Construction Chemicals business in North America operated under a variety of different brands. The Master Builders Solutions brand was created to consolidate and to ensure that the strategic direction of the business
was aligned with the mission of BASF global. The brand launch concept showcased the history of the century old company in addition to the thousands of employees and customers that make it all happen. The tagline, "The Whole is Always Greater" was used to represent this unity.