All work

DESMI

Rebranding a global critical flow company for accelerated growth

CBC
CBC
Summary

After implementing a new strategy and go-to-market plan with a strong ambition to accelerate sales, DESMI had built a new company structure with focus on a new verticals’ setup. The company realized it was time to update its brand to support the new strategy and direction. Part of the task was setting a clear sense of direction for both internal and external marketing and communications.

CBC conducted extensive research through internal interviews and workshops. This, along with an external customer survey, led to the development of a new corporate brand platform that enables DESMI to focus more on customer value and a higher purpose. The company is now clearly positioned and differentiated against the competition, and employees are more engaged and prouder to represent the company. And it was all achieved while respecting the company’s 190-plus years’ history.

About DESMI

For almost two centuries, DESMI has pioneered the development and optimization of critical flow processes for core applications in a range of industries. Today’s shifting market dynamics, geopolitical events, and climate change are creating challenges that force us to rethink how we live our lives and run our businesses. DESMI is developing the next generation flow solutions to help companies navigate these very challenges.

The new brand platform and CVI is built around the Make Life Flow concept. This is brought to life in a new visual identity, which includes a revised company logo and tagline.

Challenge
Following the new company strategy, CBC was commissioned to develop a corporate brand for the new and forward-looking DESMI. There was an ambition to move from traditional product communication with its emphasis on specs and features, towards communication with the customers and their pain points in focus. Also, CBC was tasked with creating a brand that would truly move the needle in terms of creativity in a traditionally very conservative industry. DESMI wanted to stand out from the competition in terms of corporate visual identity, use of imagery, and in messaging.

Another key objective for the new brand is that it should bolster employee pride in the company. The new brand achieves this by demonstrating how the company helps make everyone’s lives better and more enjoyable. Moreover, the work being done at DESMI is contributing to making sustainable development a reality for all.

On a more practical level, DESMI needed an outcome that would give them an effective branding and marketing toolbox. To achieve this, CBC would need to work closely with DESMI’s internal resources to develop real-life brand material as well as templates for efficient implementation.
Solution
CBC developed a brand platform that positioned DESMI as an enabler for what the customer delivers to end-users. The focus of the communication was never what a DESMI product can do in terms of specs or output, but what it helps enable in real life. We took as a starting point the fact that critical flow processes are an integral part of lives around the globe. They are essential to the industries the world depends on. Without them, not much happens. This line of thought led us to create the new company tagline: Make life flow.

The new brand platform is all about how DESMI helps customers overcome their challenges. It’s about dependability, efficiency, sustainable performance, and how DESMI is supporting their teams in realising growth ambitions. And ultimately, it’s about keeping the world flowing for the benefit of all.

Visually, the creative platform works with striking imagery that is flexible enough to portray real life situations and segment specific content all the way down to product-level detail. By working with the customed-designed DESMI wave element, we maintain a strong visual thread throughout all communications, and reinforce brand recognition over time.
Challenge Solution
Following the new company strategy, CBC was commissioned to develop a corporate brand for the new and forward-looking DESMI. There was an ambition to move from traditional product communication with its emphasis on specs and features, towards communication with the customers and their pain points in focus. Also, CBC was tasked with creating a brand that would truly move the needle in terms of creativity in a traditionally very conservative industry. DESMI wanted to stand out from the competition in terms of corporate visual identity, use of imagery, and in messaging.

Another key objective for the new brand is that it should bolster employee pride in the company. The new brand achieves this by demonstrating how the company helps make everyone’s lives better and more enjoyable. Moreover, the work being done at DESMI is contributing to making sustainable development a reality for all.

On a more practical level, DESMI needed an outcome that would give them an effective branding and marketing toolbox. To achieve this, CBC would need to work closely with DESMI’s internal resources to develop real-life brand material as well as templates for efficient implementation.
CBC developed a brand platform that positioned DESMI as an enabler for what the customer delivers to end-users. The focus of the communication was never what a DESMI product can do in terms of specs or output, but what it helps enable in real life. We took as a starting point the fact that critical flow processes are an integral part of lives around the globe. They are essential to the industries the world depends on. Without them, not much happens. This line of thought led us to create the new company tagline: Make life flow.

The new brand platform is all about how DESMI helps customers overcome their challenges. It’s about dependability, efficiency, sustainable performance, and how DESMI is supporting their teams in realising growth ambitions. And ultimately, it’s about keeping the world flowing for the benefit of all.

Visually, the creative platform works with striking imagery that is flexible enough to portray real life situations and segment specific content all the way down to product-level detail. By working with the customed-designed DESMI wave element, we maintain a strong visual thread throughout all communications, and reinforce brand recognition over time.

CBC developed a series of key visuals and brand awareness ads that expand the Make Life Flow concept, positioning DESMI as an enabler for their customers’ success.

Key deliverables

  • Strategic and creative brand platform
  • Visual identity updates
  • Updated company logo
  • Website UX, wireframes, and design
  • SoMe design and templates
  • Brand narrative
  • Company tagline
  • Corporate and verticals messaging
  • Exhibition design
  • Print design and templates

The visual approach is designed for use in multiple formats, including a complete refresh of DESMI’s corporate website.

The Make Life Flow brand platform is highly flexible, enabling DESMI to promote messages at a brand, product, service, reporting, and internal levels.

CBC
CBC

CBC interviewed senior managers across the organisation to design and copywrite a new corporate brochure.

CBC
CBC

CBC helped DESMI to refresh its existing literature using the new brand platform and messaging.