Archive

06 Oct

Posted at 20:03h in

In an effort to attract top talent and to engage their 10,000 employees around the globe, Maxion Wheels set out to increase awareness around their employer brand. We helped to define and validate the strategic approach and articulate Maxion’s employee value proposition, showcasing the company’s strengths and positioning them as a preferred employer over the competition. Working closely with the executive team, we developed and inspiring narrative, identity and employer brand promise, along with the visual language and a strategic plan for rolling out the employer brand to the global organization. The initiative launched at the beginning of 2019 and the response from management teams has been enthusiastic. ...

02 Oct

Posted at 18:14h in

We developed a Light Vehicle Steel Wheel (LVS) campaign to increase awareness, change perception and drive preference for Maxion’s expanding LVS portfolio – to ultimately increase specification in future vehicle development programs. We developed a compelling narrative, theme, key messages, differentiators, and a set of core communications tactics that would bring the unique positioning to life with key stakeholders....

26 Sep

Posted at 04:12h in

With the aim of improving Maxion’s market awareness and brand recognition, we developed a unified foundation that would highlight the value of the company’s ever-evolving CV portfolio. By streamlining a go-to-market strategy across various regions and channels, we helped to establish Maxion’s position beyond just lightweight designations — refining the global value proposition and key messaging framework and devising a distinctive global campaign — Wheels to Drive Your Business — to set the brand apart from competitors....

14 Jul

Posted at 17:57h in

In late 2018, our long-standing client Johnson Controls announced the sale of its Power Solutions division to Brookfield Business Partners. As a newly-formed company with deep roots in the automotive battery industry, Clarios needed to firmly establish its expertise and leadership. We were tasked with creating a communications strategy and launch plan — developing the brand name and identity, messaging and creative for the worldwide rollout in 2019. Through this effort, we successfully engaged 16,000 global employees in Day One launch and ongoing initiatives, generated 345 news stories and 435M+ impressions through the external launch, and drove internal brand adoption through a comprehensive activation program....

12 Mar

Posted at 21:43h in

Cabinetworks Group is the largest privately held cabinetmaker in the U.S. Formed in 2020 after several rounds of acquisitions, Cabinetworks’ creation brought 16 distinct brands – and former competitors – under one roof. Fragmented by the pandemic and a mixture of company cultures, Cabinetworks tasked us with a unique challenge: unifying their 8000+ employees with a clear sense of identity, purpose and direction. With laser focus on people and positioning, our extensive interviews and thorough competitive analysis revealed the missing link. Cabinetworks needed a higher calling – one that could harness the optimism of their employees and differentiate them within the market. We helped them develop this calling into a brand promise, core narrative and brand strategy that would define their purpose and unify their workforce in over 25 locations nationwide....

12 Mar

Posted at 17:56h in

A series of mergers left Cabinetworks Group struggling to define its culture and identity. Seeking to motivate its newly combined workforce, the company took a talent brand approach — holding workshops for employees to reflect on their jobs and perspectives. These revealed talented craftspeople passionate about quality, as well as other insights that would help both differentiate and improve the employee experience. And a key insight rose to the top: Cabinetworks’ own employees were the ones bringing kitchens to life daily with their hands-on work. Putting these craftspeople at the heart of the employer brand promise would give them ownership and motivate them as the embodiment of Cabinetworks’ reason for being.   With Cabinetworks’ newly defined Brand Promise and EVP in hand, we crafted a launch and ongoing comms plan focused on three human-centered goals: boost awareness and understanding of the new Cabinetworks identity, enhance employee involvement and foster advocacy. Our strategy? A year-long, 360-degree program blending events, tactics, and activities to embed a new culture across all facilities. Hitting on seven key activation strategies, our multi-channel approach aimed to make every employee a champion for authentically living the brand....

27 Jan

Posted at 20:28h in

We teamed with Clarios on launching its first-ever Clarios-branded product — Clarios xEV — specifically designed for Hybrids and EVs. Our launch campaign, The Power of X, had to work double-duty. Not only did it have to generate awareness of xEV batteries, it also had to educate the general public that every Hybrid and EV needs a 12V battery – a little-known fact to most drivers around the world. We developed the strategy, messaging, identity, go-to-market plan and creative, and leading a multi-agency team of media and PR partners to launch with record-breaking results: 95% new website traffic, social channel growth, and 50%+ share of voice lift....

26 Jan

Posted at 21:19h in

  After the initial brand launch, we continued to partner with Clarios on various creative and strategic initiatives to communicate its position to key stakeholders, solidifying its role in the evolving automotive industry. This has included brand architecture; planning, messaging and creative for the overall Clarios brand; a film series to convey Clarios points of differentiation to an investor audience; tradeshow messaging, creative, and execution; product strategy, messaging, naming and branding, and an updated brand look and feel....