The challenge

Rexroth, a major player in drive and control technology, approached us to ask whether we could look at their brand positioning with a fresh pair of eyes. The new image had to underline Bosch Rexroth’s technological developments and their sky-high ambitions. We were more than happy to sit down with them! 

Our solution

This time we didn’t need our Brand Impact methodology as the people at Rexroth had already done their fair share of strategic stocktaking. We sat down, listened to their story, and then presented some of our own thoughts and drafts of brand concepts to the vision group. This alternative approach bore fruit as, together, we immediately set the course we were going to follow. This felt good. Because when your ambition is to extend technological boundaries, standing still isn’t an option. So it was time to get some movement into the brand - both literally and figuratively. 

The result

Rexroth is a proud, high-tech brand. A brand that has ‘movement’ at its core. It also helps many customers to both become and remain competitive. We wanted this notion of movement to come back in the new proposition: We move. You win. With a completely new branding. Something more modern, contemporary, and appropriate for the Rexroth of today. 

In addition to the new strategic approach, a new logo and a more modern way of communicating, we also provided Rexroth with ideas to improve their practical approach, such as the creation of an international launch video. We devised a concept, wrote the script, and supervised the recordings. 

And what do you do when you want to tell the world about the four core elements that will benefit customers? Well, you assemble a film crew, travel around the world, and shoot videos! Rexroth CEO Rolf Najork and our crew visited a number of international locations to speak about safe, intelligent, efficient, and powerful solutions, and how customers around the world would benefit from the way Rexroth incorporates and applies these four elements within the company and its activities. 

We move. You win!