Transformer
New Brand Strategy Unites 8 Sub-Companies
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 BrandingSM 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.

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.
Nailed to a T
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.
Custom Icons
We designed 12 custom icons to represent key company business units, product lines and services.
- Material Handling
- Automation & Robotics
- Cranes & Hoists
- Engineered Systems
- Industrial Storage & Handling
- Railcar Movers
- Standby Power & Generators
- Workplace
- Services
- Parts & Accessories
- Rentals
- Training
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.
- AUDIT/RESEARCH
- BRANDING
- CONTENT
- DIGITAL/WEB
- PR/ePR
- SOCIAL MEDIA
- STRATEGY
- TRACK/REPORT
- VIDEO