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.

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The New Face of Productivity

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. 

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.

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.

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.

Custom Icons

We designed 12 custom icons to represent key company business units, product lines and services.

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.