Industry
Manufacturing & Distribution
Model
Services
CHALLENGE
New Brand Strategy Unites 8 Sub-Companies
With a strategic rebrand that includes a broad launch and a modern website, we consolidated eight sub-brands into a unified Wolter identity to streamline the material handling company’s market presence and set the stage for its future growth.
Multiple acquisitions at this rapidly growing material handling company had resulted in a myriad of disparate brands and product offerings. This was creating confusion and diluting their image in the market.
Enter Responsory. We used our Direct Branding℠ process to help the company unite its eight sub-brands under one brand that more effectively represents its evolving offerings. With a fresh face and differentiating messaging, Wolter is positioned for a bright future.
SOLUTION
The New Face of Productivity
Embarking on a journey to unify and refresh our corporate identity, we initiated a comprehensive rebrand process that not only embraced our rich history but also propelled us into a new era of connectivity and innovation.
Rebrand Process
Through primary and secondary research, persona development, journey mapping and a messaging workshop — our process brought together seasoned employees from traditional company brands with employees from recent acquisitions to lay the groundwork for a fresh identity. Inclusive employee involvement helped create buy-in and enthusiasm.
Transition Plan
Detailed transition and launch plans helped drive success. This included a timeline and tactics to reach employees, vendor partners, customers, prospects and others. Transition logos that incorporated the eight sub-company brand names helped ensure audiences would recognize the new image.
New Brand Launch
Employee communications included livestream announcements, a brand launch video, an email series and landing page with FAQs and tools. Branch location celebrations sparked added excitement. The public brand reveal went live with a landing page, ongoing emails for customers and partners, transition websites, PR, sales literature, signage, vehicle decoration and more.
VIDEO PRODUCTION
The launch video captures the essence of Wolter and its differentiators to bring the new brand story to life. It pays homage to the company’s storied history, while helping viewers understand how the collective ingenuity of the Wolter team sets its productivity solutions apart.
A Comprehensive Plan
MICROSITE
To nurture new brand ambassadors, an employee landing page provided ongoing communication, while its public-facing counterpart shared information with customers and prospects.
NAILED TO A TEE
This T-shirt broadcasts the company elevator speech, illustrating what the company has to offer for every audience.
A Gradual Evolution
Transition logos incorporated the existing company sub-brand names with the new name and logo and were used for 6 months.
Building Consistency
Providing clear guidelines for logo use via a thorough Brand Guide is important for any rebranding initiative.
Messages Matter
A detailed messaging platform was developed to guide all brand communication and marketing messages.
Buyer Personas
To better understand buyer needs and motivations, we developed buyer personas for the company's varied business groups - 16 total across four specific categories.
Ongoing Communication
A series of emails to customers was designed to remind them of the breadth of solutions Wolter offers and the strength of its collective team under one new brand.
Trade Show Materials
Trade show banners reflect the new brand while presenting combined product offerings a whole.
Custom Icons
We designed 12 custom icons to represent key company business units, product lines and services.
Results
Future-Forward Face
With a strong, modern visual identity and messaging platform aligned with the company’s strategic growth and diversification Wolter is poised for exponential growth and innovation.
The final piece of the rebrand process is a comprehensive new future-forward website that combines eight company sites. Development is well underway, and it’s expected to launch in mid-2022.
