Branding programs

I draw on experience across a wide range of contexts, from brand platform rollouts to post-merger integrations. I connect branding work to business priorities, to deliver unified narratives, impactful expression and activation, and efficiency across functions (through aligned processes and shared assets).

Selected projects

Corporate visual identity update

FLSmidth (Project Lead)

The task: update the visual identity to reflect the strategic focus on mining; prepare guidelines and templates in advance for the company's largest acquisition.

Main deliverables: audit, updated design principles, new design elements to substantiate sustainability benefits, a complete set of guidelines and templates, a new brand portal (Frontify platform), and narrative/campaign.

Mergers & Acquisitions

FLSmidth (Contributor)

Supported the communications and rebranding activities for the integration of thyssenkrupp's Mining division (six-month post-acquisition deadline).

Provided input on brand hierarchy, rebranding plan, and guidelines for the Mining division, and branding recommendations for the Cement division spin-off, as part of the company's large-scale transformation.

Brand narrative re-activation

Danfoss, This is where the transformation starts (Project Lead)

The task: reactivate the brand narrative and create new assets in line with the updated strategy (to strengthen positioning within digitalisation and electrification).

The task: reactivate the brand narrative and create new assets in line with the updated strategy (strengthen positioning within digitalisation and electrification).

Deliverables: statement and corporate video, vertical (industries) videos, key visuals package, case stories packages for localisation, employer branding assets, global activation plan across target groups and internal engagement.

Main deliverables: statement and corporate video, vertical (industries) videos focusing on hero technologies, key visuals package, case stories packages for localisation, employer branding assets, global activation plan across target groups and internal engagement.

Brand platform roll-out

Danfoss, Engineering Tomorrow

Role/Responsibilities:
- oversaw the setup of cross-segment teams, including the onboarding of external partners, and the development and implementation of branding and communications plans (India, South America, South-East Asia);
- supported ongoing initiatives in Germany and North America, focusing on solutions for commercial buildings;
- used reputation reports and conducted new studies to gain insights for further brand development.

Tried, trusted,
good sense…

Tried, trusted,
good sense

Approach

Align branding plans with business priorities, secure top-management sponsorship, and establish clear governance to ensure transparency in decision-making.
Ground the work in company purpose and customer insights; identify internal values that need to be reinforced or evolved.
Keep it simple: integrate brand elements into existing business frameworks; introduce design principles to guide consistent implementation.
Build internal momentum by connecting the initiatives to what employees care about and showing how they enable their success.
Get the basics right, with efficient, timely visual identity rollouts.
Show rather than tell: develop roadmaps and initiatives in partnership with relevant functions (marketing, public affairs, HR, R&D), rather than relying (solely) on large brand campaigns.