ProMach is a house of packaging technology brands that serve pharmaceutical, cosmetic, food, and consumer goods manufacturers across the world. As ProMach grew over time via acquisitions, the core brand became diffused and required significant realignment.
After stakeholder workshops and secondary research, we created a singular brand narrative that unifies the individual product brands, while simultaneously providing a powerful new position and differentiator in the marketplace. And we developed a scalable brand architecture to create uniformity across 26 operating brands, and to facilitate easy integration of future acquisitions.
Phase 3 then created brand training materials, as well as an entire internal launch campaign, to introduce the new branding to the entire employee base, giving managers the tools they needed to create strong and immediate buy-in. The new brand was recently unveiled at a special event that brought together thousands of employees in five separate nations. A market-facing launch campaign will begin in late 2018.
