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, I supported the Phase 3 team by creating a singular brand narrative that unifies the individual product brands, while simultaneously providing a powerful new position and differentiator in the marketplace. We then developed a scalable brand architecture that creates uniformity across 26 operating brands and facilitates easy integration of future acquisitions.
Brand training materials, as well as an entire internal launch campaign, were developed to introduce the new story to the entire employee base. We gave managers the tools they needed to create strong and immediate buy-in, once the new branding was revealed at a special event that brought together thousands of employees in five separate nations. The market-facing launch campaign begins late 2018.