In the footsteps of an industrial giant

Danfoss A/S is a global industrial company with 24,000 employees in 22 countries. With a declining global economy impacting profitability, the company was forced to engage with its operations, resulting in a strategic initiative focusing on ‘core business’. When focusing on ‘core’ a number of business areas are automatically rendered ‘non-core’. One of these, Danfoss Compressors, employing 3,000 people globally was subsequently put on the market and caught the attention of German industrial holding company Aurelius, who successfully acquired the business.

The brand as a vehicle for change

Having operated as part of Danfoss A/S for more than 50 years, the shift from being a business unit to a stand alone company, required significant change. A change in terms of strategy and performance but also culture and behaviour. The business realised that having a strong brand would be a powerful tool to help the organisation move in a new direction. We helped them realise this potential by creating a new brand strategy based on the idea of ‘standard setting performance, not standard practice’. The compressor industry is in a state of constant change with new markets, players and technology putting pressure on manufactures, so being the ones setting the agenda is crucial to future success. A new visual identity was created to support the strategy ensuring that the way the company presented itself lived up to the sophistication of the solutions that they delivered. Finally a new name was secured and ‘Secop’ the organisation was fit to engage with the market on their terms.

Ready for the future

Our implementation work with Secop has spanned from engagement of employees to signage and websites. The business has fully embraced their new story and are actively working towards setting new industry standards.