Building a New Global

Brand after a Carve-out


During the closing phase of the carve-out of ABB’s Full Service division, the soon-to-be new owners wanted to get a head start on launching the division as an independent company. In addition to taking full-control as quickly and efficiently as possible, their main objective was to ensure they retained all customers and key employees in the transition.


In order for both customers and employees to believe in the new company, it was essential for them to know where it was going. We worked with the management team to agree on a clear and differentiated focus, and then defined the vision, mission, and values that would get them there. In parallel we created the name and visual identity that would represent the company, and developed the new sales tools and launch campaign to get them started.