How we brought a new industrial technology brand to life with a fresh voice, vocabulary, and story.
Raleigh, NC
Transportation and Mobility
Focus: B2B, Internal, External
CONTEXT
Fortive, a long-time Vitamin C client, was preparing to spin off its portfolio of transportation-related brands to form a new industrial technology company, Vontier. They had engaged a large consulting firm to develop the new company's visual identity, values, and purpose: mobilizing the future to create a better world. Vontier needed help bringing this new brand to life with a distinctive voice, a polished website, and a robust set of brand-driven materials to guide internal and external communication.
Vitamin C partnered with the Vontier team to develop a powerful, brand-aligned story that would unify the company's diverse portfolio of businesses and shift the focus from its history with Fortive to the exciting future of mobility. The initial website project turned into a multi-year engagement, with Vitamin C providing ongoing strategic brand advice and content development across a vast range of internal and external touchpoints.
Vitamin C partnered with the new Vontier team to develop a powerful, brand-aligned story that would unify the company's diverse portfolio of businesses and shift the focus from its history with Fortive to the exciting future of mobility.
VITAMIN C SERVICES
Brand Strategy
Audit of existing brand materials and recommendations for refinements to wording of purpose and values
Development of strategic messaging maps to guide content and communications for website, vision, and other foundational materials
Development of strategic, brand-driven messaging frameworks and talking points for acquisitions, new platform announcements, and organizational transformations
Brand Activation
Development of voice/tone guidelines, brand vocabulary, and style sheet
Detailed content catalog to inform site structure and organize content
Creation of brand-driven templates for leadership bios and company profiles
Brand-driven naming recommendations for programs, publications, and HQ conference rooms
Creative direction for website and other high-profile touchpoints
Brand Expression
Final delivery of all website content, including portfolio company overviews and leadership team bios
Development of customized editorial calendar and LinkedIn posts
Content development for dozens of high-profile internal and external communications including CEO letters, company-wide email announcements, annual reports, presentations, video scripts, and sustainability reports
MOMENT OF CLARITY
With its deep roots in Fortive (and Fortive's original parent company, Danaher), Vontier's businesses had a deeply entrenched corporate vocabulary, which was occasionally at odds with the team's desire to talk about the opportunities ahead in a fresh, inspiring way. But unlike Fortive and Danaher, whose portfolios spanned everything from healthcare diagnostics to precision sensing and packaging technologies, Vontier's businesses had a clear unifying theme--mobility and transportation. We used this as our jumping-off point to develop a distinctive brand voice and vocabulary, which informed everything from conference room names at the company's HQ in Raleigh to the smallest details of the web UI.
Vontier's businesses had a clear unifying theme–mobility and transporation. We used this as our jumping-off point to develop a distinctive brand voice and vocabulary.
CREATIVE INSPIRATION
A key part of the website was showcasing the expertise and excellence of the new leadership team, and we developed a brand-driven template to keep the team bios cohesive and concise while emphasizing key employer brand messages such as a clear commitment to diversity and inclusion, opportunities for career growth, and cutting-edge innovation and technology via well-placed details. We gave each leader thought starters for sharing a personal detail or story related to mobility and transportation, and we were delighted by the vivid, memorable anecdotes we got back:
M comes from a family of auto enthusiasts. His father enjoyed the country roads of Europe as an amateur rally driver, and as a teenager M and his brother rebuilt an old Triumph to get it running, inspiring his interest in engineering.
D keeps trophies won by his father, an amateur race-car driver, in his office.
A enjoys all forms of motorsports, including testing his limits in high-performance driving events at Virginia International Raceway.
R learned to drive in Madras on a stick-shift Mahindra Jeep (and wishing she could drive James Bond's submarine Lotus Esprit S1). She has ridden in a few self-driving prototype cars and looks forward to having her own someday soon.
J is excited about the promise of electric vehicles and self-driving cars and enjoys road trips with his family (wife, five kids, and dog).
N loves a good road trip--she has visited nearly every state by car, including Alaska
A grew up "driving" the second steering wheel of his father's rural mail delivery truck.
D put himself through college washing and detailing cars and is excited to return to the mobility space.
We gave each leader thought starters for sharing a personal detail or story related to mobility and transportation, and we were delighted by the vivid, memorable anecdotes we got back.
CONTENT CLIP
COLLABORATORS
Bear Group (website development)
Design Hovie Studios (website design)
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