Brand and Culture are a Continuum, with Core Values at the Center.




Chromium has remarkable properties: In its metallic state, it is highly resistant to corrosion and reflects the world around it with incredible clarity. Combined with other elements, it has the singular ability to form compounds of every color in the spectrum.


Chromium develops remarkable brands and vibrant corporate cultures that outshine competitors. We work with leadership teams to build organizations that are long-lasting, high-performing, and imbued with a dynamism that drives growth and builds value.

chrome Metallic chromium is vital to our civilization as the key anti-corrosion element in stainless steel. It also makes the nice shiny parts on our cars stay nice and shiny. Trivalent chromium is good. In trace amounts it helps our bodies metabolize sugars and lipids. Hexavalent chromium is bad. It's the stuff that poisoned all those people in the movie Erin Brockovich. Our goal is to keep ourselves and our clients' brands squarely on the shiny, trivalent side of things.

Our high tech/high touch methodology is effective
and efficient.

Our proprietary brand- and culture-building methodologies combine the strengths of technology with the intensity of human interaction. This high tech/high touch approach gives organizations true competitive advantages by shortening time to market, more clearly communicating unique selling propositions, garnering key stakeholder commitment to the strategy, and cementing the loyalty of customers and key talent.

An example of this methodology is seen in our BrandArmature process. In the space of about a month, Chromium gathers input from customers and key stakeholders, analyzes that data, and facilitates a workshop where core brand tenets such as Mission, Vision, Values, Essence, etc. are captured and codified. The result is an immediately actionable strategy for a stronger brand and culture.



rubies Rubies are red because of the presence of chromium in the mineral corundum. Pink sapphires are simply rubies with less chromium in them, resulting in lesser gems that are correspondingly lower in value. Does your brand have a high concentration of Chromium influence, or is it Chromium deficient and therefore less valuable?

A holistic approach to brand strategy, identity and culture

Branding is much more than a logo or a tagline; it's also an organizational principle that can bring cohesion to your brand internally and externally. That's why we address brand strategy, identity and culture in an integrated fashion. When the brand is thought of as a core tenet of the business and not just a marketing tool, it can add measurable value across the enterprise.

  • Direction+Decision+

    • Brand Strategy
    • Brand Architecture
    • Market Research
    • Positioning
    • Customer Avataring
  • Culture+Alignment+

    • Core Values Statements
    • Internal Branding
    • CulturePulse
    • Organizational Development
    • Channel Alignment
  • Identity+Expression#

    • Design
    • Naming
    • Messaging
    • Creative
    • Thought Leadership
chromium orange car

Chrome Orange is hard to miss. Its chemical name is sodium dichromate, but its common name is just "Whoa." It was a popular paint color for the American Muscle Cars of the late 60s and early 70s, and it's enjoying a resurgence today. In fact, Chrome Orange has been cited by Pantone (they call it "Tangerine Tango," but let's keep it real) as the most upwardly trending color of the decade. Want your brand to look hip, now, with it? Let's talk Chrome Orange.

Branding that pairs tangible and intangible elements for clearly measurable results

The work produced by Chromium's Practice Groups is driven by our proprietary strategic methodologies so it reflects where the brand wants to go, not where it stands at the moment. This important difference means that our work allows your organization to grow with a clear purpose and inspiring vision for the better world you're helping create.

School buses. Pencils. DHL trucks. Chrome Yellow is familiar and oddly comforting for a yellow. The futurist Aldous Huxley launched his writing career with a novel titled Crome Yellow. Is your brand paying enough attention to the future? Our Horizoning exercises will help your stakeholders form a Brand Vision for a better world you are helping create. Hopefully, this better world still has pencils and school buses...but not necessarily DHL trucks.

A team that synthesizes decades of strategic and creative insight into value-building methodologies

Chromium's team brings decades of experience to bear, and is committed to achieving measurable growth for the companies we serve through innovative approaches to branding - inside and out.

Tony Wessling

Tony Wessling

Managing Principal

Peter van Aartrijk

Peter van Aartrijk

Principal, Financial Services Practice Leader

Beth Cattunar

Beth Cattunar

Healthcare Practice Leader

Andrea Simler-DeGolier

Andrea Simler-DeGolier

Practice Leader

Elizabeth Skalla

Elizabeth Skalla

Brand Strategist

Nisha Singh

Nisha Singh

Associate, Marketing

John Novaria

John Novaria

Associate, Financial Services

wine bottle Chrome Green is a remarkably stable pigment, so it is often used in paints. It also makes up the green glass in that bottle of wine you just drank, which has likely made you somewhat unstable. Life and brands are full of contradictions like this, and it's only with a strong framework that you can make any sense of it all and move ahead with some measure of surety. Chromium BrandArmatures provide companies with the frameworks they need to navigate this complex world. Have us build one for your brand, and your competition will be green with envy at your success.

Chromium's deep understanding of simplicity is the result of embracing the world in all its complexity

Learn what our team of experts has been thinking and doing recently to advance the knowledge and understanding of brands, business, and culture. We believe that writing and speaking about branding deepens our expertise, thus benefiting our clients.

For a real-life experience with Chromium's own culture, we invite you to attend one of our events. These ad hoc events bring together remarkable people from inside and outside the agency to explore how technology, design, innovation, and social phenomena are affecting the way we live and work. for our newsletter to be in the loop on upcoming Chromium events.

On Twitter

From the Blogs

Financial Services: Map a Customer Experience & Build Loyalty When customers buy a service, they purchase a set of intangible activities carried out on their behalf. But when they buy an experienc [...]
Riding Along on CALBIKE’s Brand Journey Does your brand identity tell your true brand story? When you create a brand identity, or logo, it becomes the visual representation of a web of experienc [...]
The financial services industry is converging along delivery channel, product and platform lines to reflect on-demand consumer interest. The online and mobile experiences have set new expectations for [...]
Don Draper had it easy. He didn’t have to worry about brand. It was all about one-way marketing and advertising. Pitch a big idea and then unveil some creative the client likes. Cool creative. Those [...]
I really love all those selfies that Facebook friends post. Keep ‘em coming, peeps! But this holiday season, I’m taking a short break from social media. It’s time for another type of selfie — [...]
Leadership must clearly understand, embrace and communicate a brand direction for their firms. When is it time to develop or reconsider a strategy? Some clues: 1. You’re taking your peeps for grante [...]

clouds The sky is Chrome Blue. The sky is also the limit when it comes to the things we'll do to bring fame and fortune to your brand. Depending on who you ask, "blue-sky thinking" is either thought that has no basis in reality or thought that is so visionary and open-minded that it borders on genius. Depending on your frame of reference we think it can be both, which is why we're always looking to the stratosphere for inspiration.

Thanks for expressing an interest in what we do.



440 Brannan Street
San Francisco, CA 94107


7411 Alban Station Court
Suite B265
Springfield, VA 22150


Contact Tony Wessling, Managing Principal 415.762.0262

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Want to Join Our Team?

Chromium is always on the lookout for the most innovative professionals in the areas of creative, technology, and strategy. We are happy to arrange informational interviews with exceptional individuals so that we can get to know you and your expertise, and be ready to draw on your talents should the right situation arise. Send resumés and LINKS to portfolios to: -- DO NOT send PDF portfolios.

Chromium Purple Chromium purple is anhydrous chromium III oxide, which means it has had all the water driven out of it by heating. Is your brand feeling a little parched? Contact us today to start the conversation. We would be happy to quench your thirst for knowledge about how we could work together.

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