Creating a leading b2b brand for Güntner

Where we started

Güntner is a leader in the field of heat exchange and energy technology. However, after years of growth, innovation and success, their brand had begun to fade and they had found themselves lost in the middle of a dense category, with no clear way to demonstrate their superiority, vision and scale. We began work with them to create a brand that could truly live up to their role as leaders.

The journey

Like many large-scale, complex B2B categories, growth and sales in heat exchange technology have historically been driven by an active salesforce. Across the sector, we saw a lack of focus on brand value and distinctiveness – giving us a brilliant opportunity to build a differentiating brand for Güntner, based on the core truths of their business.

Through stakeholder workshops, we were able to bring together representatives from the leadership team; regional sales directors; and product and innovation teams to get a deep understanding of the value Güntner brings to their customers and the wider sector.

The story became clear. This is a business of scale and vision. Piecing together the anecdotes and the evidence, we created a brand positioning; value proposition; refreshed company values; and bold tone of voice that at once captured their spirit and elevated it to a place that was ready to stand out in the category.

The next step was to ensure the brand identity mirrored the confidence and modernity of the positioning. The new Güntner identity brings light and freshness to a category that is predominantly dark and masculine. We developed a new graphic device – the rays –and gradient style to create movement and forward motion in the brand, building on the proactive, visionary nature of the business.

The photography style is premium, considered and brings quality to communications – providing depth. A bold, distinctive treatment for hero imagery gives a new dimension to visual storytelling and understanding of the role Güntner plays across the world in diverse ways. The foundation has been set with the creation of an image library, comprised of found imagery and a brand shoot held in their flagship factory in Romania.

Where we are now

The new Güntner brand has been launched internally, including an employee brand book, which brings together the new brand, values and vision in an accessible, beautiful format.

The external launch has also taken place in all markets, led by a series of proposition-level ads in sector press, social and digital. This marks the business’ first step into purpose-driven, brand awareness activity.

Our relationship with Güntner continues, supporting them in content strategy, campaign development and brand guardianship, as they take their business and leadership position to the next level.

Amanda Roberts

Office and Finance Manager

Amanda is an experienced Office and Finance Manager with a track record of keeping the content, design and marketing industry ticking.

She ensures that we deliver our projects on time and on budget, and that we’re all having a lovely time while we’re at it! 

Leya

Resident Pooch

Leya is our resident Spanish Water Dog. Friendly, loyal, with a routine you could set your watch to, she embodies so many of the values we hold dear.

But more than anything, she inspires us to be good.

That’s why if you click the doggy link below and make a donation to Battersea Dogs & Cats Home, whatever you pledge, we’ll take off your eventual bill when you work with us.

Handan Erek

Designer

Handan has been in creative content production for over ten years, working with household name clients across multiple industries. 

She is a master at creating communication channels between the creative team, clients services and stakeholders. She cares deeply about understanding our clients’ needs, producing user-centred content and achieving optimal creativity and profitability in every project. 

Harps Bhopal

Senior Account Director

Harps has over 20 years of communications experience spanning across advertising and brand development.

He’s worked in many industry sectors that include automotive, healthcare, tech and financial services. He brings a sign of reassurance to clients through explaining the various stages of a project and builds their trust and confidences.

Jamie Stanley

Head of Content

Jamie is an imaginative brand storyteller with a decade of experience working with some of the world’s fastest-growing brands.

He has played a key role in generating engagement, audience and revenue growth for household names and emerging startups alike. His approach blends penetrative, eye-catching copy and content with smart, scalable process for maximum impact and sustainable success.

Jonathan Crawford

Creative Director

Jonathan has spent the last twenty years working for a variety of advertising agencies and digital marketing companies in the UK, Europe and most recently South East Asia. 

His expertise lies in brand strategy, campaign development and conceptual copywriting, proven by the several international creative awards under his belt.

Lara Caspersonn

Account Executive

Lara’s extensive background in influencer talent management and digital collaboration make her perfectly suited to building strong relationships with our clients.

A trained anthropologist, her deep understanding of human behaviour and cultural patterns are invaluable in helping the Keel team help modern brands communicate with their audiences.

Vicky Plum

Graphic Designer

Vicky has a great passion for branding in both traditional and digital media.

She has a huge amount of enthusiasm and understanding of the visual language of our audience. Her passion for film, website design and animation as well as experience in Photoshop, Indesign and Premiere make her a key team member for creative and design needs.

Chris Hart

Creative Director

Chris is a real creative all-rounder, with over 20 years of experience transforming brands all around the world.

He has a history of thinking his way around business problems, through visual and creative solutions that really bring brand experiences to life. He’s awarded at Cannes and D&AD, and adds a wealth of knowledge across all media and brand sectors.

Stephen Bass

Design Director

Stephen is a designer with 25 years of brand design and implementation experience.

He came to Keel from Interbrand NYC and worked with Keith on the Volvo global identity in 2002. He has a keen interest in helping clients understand the design process and why we’ve made the decisions we have, bringing as much objectivity to the process
as possible.

Jonathan Jewell

Creative Lead

Jonathan’s 30 year career since then has taken him all over the world, living and working in LA, Atlanta, Nairobi and London.

In that time he’s developed a wide range of skill sets beyond just design and has managed large campaigns with multiple channels where the ability to direct shoots, photography as well as implement a creative vision across multiple assets is key.

Keith Crook

CEO + Executive Creative Director

Keith is our strongest advocate for brand and communications working together.

He excels at strategic thinking, concept origination and art direction. His experience spans UK tech and finance start-ups through to global brand development for brands such as Visa and Volvo Cars – where he was the global brand creative director.