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 has a powerful formula to develop remarkable brands with vibrant corporate cultures that outshine competitors. We work with your leadership team to build a deeply relevant organization that is 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.

The Chromium Formula combines 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 brand attributes, garnering key stakeholder commitment to the strategy, and cementing the loyalty of customers and key talent.

The power of this methodology is seen in our Direction+Decision Program, where leadership comes together to author a comprehensive brand strategy in just one day. Prior to that event, Chromium deploys an online platform to gather input from key stakeholders and holds customer insight conversations. We analyze that data, and then facilitate a one-day workshop where core brand tenets such as Mission, Vision, Values, Essence, etc. are captured and codified, and a unique position is staked out. The result is an immediately actionable strategy framework we call the BrandArmature, which becomes a touchstone for organizational success.

Chromium Direction+Decision Process


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?


The Chromium Formula is an organizational principle that brings exponentially increased relevance to your organization – internally and externally. The Chromium Formula leverages brand and culture through an integrated, coordinated approach. Because when these components are thought of as a unified, core tenet of the business, they become something of a "secret weapon," providing the organization with a competitive advantage that simply cannot be copied.

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.


Chromium doesn't try to be all things to all people. We specialize in applying the proprietary Chromium Formula for organizations in industries where we have significant depth and breadth of experience. This focus allows us to ensure measurably greater success for our customers.

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? The Chromium Formula will help your organization realize a Brand Vision for the 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
a value-building methodology

Chromium's team brings decades of experience to bear in solving your challenges. We are committed to being a catalyst of growth for the organizations we serve through the expert application of the Chromium Formula, helping them gain greater awareness in the marketplace and build trust with their customers and their workforce.

Tony Wessling

Tony Wessling

Managing Principal

Peter van Aartrijk

Peter van Aartrijk

Principal, Insurance Practice Leader

Robert Fritze

Robert Fritze

Financial Services Practice Leader

Fiona Berry Gray

Fiona Berry Gray

Principal, Creative Services

Chad Stose

Chad Stose

Principal, Leadership+Culture

Elizabeth Skalla

Elizabeth Skalla

Brand Strategist

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

We at Chromium enjoyed the conversations around technology at the IMCA Annual Conference in Atlanta. And we look forward to more at the annual Insuretech Connect show in Vegas, which we attend every [...]
Recent news on the co-branding front is somewhat unappetizing. Ride-hailing service Lyft announced it is partnering with Taco Bell to make it easier for people to stop for a quick snack on the ride ho [...]
What role do CFOs have in advancing a strong brand and a vibrant corporate culture? Apart from participating in company cultural activities and doing their part to live the brand, the answer is not th [...]
By Peter van Aartrijk In my new book, The Powers, we talk about how great brands build strong relationships, one at a time. This is “The Power of Two.” It takes two to tango. Lexy (left) &R [...]
By Peter van Aartrijk In recent months, I’ve listened to a couple dozen pundits, investors and entrepreneurs who have their own ideas about overdue improvements that insurance technology, or insuret [...]
By Peter van Aartrijk Last October I attended InsureTech Connect in Las Vegas with 4,000 of my closest friends. This year I’ll have the chance to meet 6,000, according to the website. Who are these [...]

Via YouTube

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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