White Drives Motors & Steering
White is a global leader in the design, development, and manufacturing of orbital motors and steering solutions. Serving industries such as agriculture, construction, mining, forestry, material handling, and road building. With modern manufacturing facilities in Poland and the United States, enable them to deliver innovative solutions tailored to the unique needs of their customers.
Delivering
Logotype I Strapline I Purpose, Vision, Values I Value Proposition I Tone of Voice Stationery I Literature I Signage I Website I Social Media I Internal Comms
Safety Branding I Brand Guidelines I Launch Campaign I Product Catalogues
ALL IN
24
DAYS
Challenge
As a business carve out, the InterPump Group headquartered in Italy, purchased White from market giants Danfoss.
Due to stringent legal regulations, the project had a small window to relaunch the business globally. Clarity were commissioned to create a refreshed brand and positioning that included including the global launch all within 24 days.
Approach
Working closely with White's professional team in Poland, we put our skates on to firstly understand the future vision for the new business while building relationships with senior leaders.
We believed that to create a unique and powerful story was the foundation needed to springboard all other brand communications both verbally and visually.
This major challenge was the toughest we have ever faced, and were proud to create a new brand that fits into the InterPump Group's portfolio of businesses.
Outcome
Our solution centered on developing new comprehensive branding that included clear messaging, a visual language strategy, and an customer-focused website, strengthening White's leadership in the motor and steering sector, gaining the attention of global manufactures, investors, and industry analysts.
It was imperative to engage and inspire employees early, to gain understanding and commitment. To do this effectively, we created the 'Curve of Ambition', an internal campaign that cemented the new guiding principles and values to the things that made White different, successful, and proud.
External messaging during launch used social media, PR and a new website.
“A tremendous contribution to our successful White brand relaunch, an incredible achievement!"
Erik Paulhardt I CEO I White Drives Motors and Steering
