Branding Gearbox by Gamesa

As an industrial unit within Siemens Gamesa, Gamesa Gearbox had a very specific context. The brand redefinition had two aims: to consolidate a brand with a broad business outside Siemens Gamesa, and to generate and visualise a great source of value for the driving brand by aligning the specific characteristics of each of the identities.

Gearbox needed a new strategy to define its competitive advantage and establish a stronger emotional bond with its stakeholders. The brand was envisaged as an opportunity to explain and dynamise change; preparing for the next decade of our history.

The aim was to re-imagine the brand concept, its values and a  strapline that was true to its industrial heritage, while updating and renewing the company’s positioning as a manufacturer of wind turbines and therefore of clean energy. The challenge was to translate the new brand positioning into a renewed visual identity and to build a wider set of visual identity elements and a design system that was simpler to work with. The project consisted of defining the strategy of the new brand, creating the name and brand identity, and planning for the activation and launch of the brand both internally and externally.

Based on a strategic analysis, the Bronze team created Future proof, a statement that works as a declaration of intent: always looking to the future.In addition, the communication and deployment of the new brand required a recognisable image for the market and the creation of a structured and modular message. Taking the world of gears and their function within drives as a reference point, we developed a simple but yet powerful concept for the rapid identification of the new brand and its purpose: ELEVATE THE…

A three-year transformation process with strong management commitment led to a series of brand activation initiatives, an internal engagement programme, and a long-term brand “accompaniment” function. Today, Gearbox is emerging as a leader in the field aided by the strength of a brand that ensures “future-proof” growth.