THOR — The Challenge:
THOR was an industry leader that had outgrown its brand. It needed a bold and fresh new look while acknowledging the extraordinary work that helped create the company.
We created an evolution of THOR’s industry-recognised ‘stamp’ logo, as well as new typography, design language, visual elements and tone of voice. The wider project involved introducing two new company values and a new company purpose.
The existing brand was tired and outdated. With a broad offering, the identity was struggling to show what THOR do and maintain a cohesive brand identity. We updated the brand using chemistry as a central theme. We used 3D renderings and animations of meatballs, liquids and particles, capturing a sense of momentum, science evolving and creating.
The work on the company's purpose and values led to the creation of the expect extraordinary tagline. A design system was developed to organise and unify the varied product lines.
“In our development of the new brand, our stakeholder interviews kept coming back to THOR’s longstanding reputation for excellence. We help, we understand and we deliver. And whilst customers and long-time colleagues alike understood this, it’s never been something we’ve verbalised until now. So I’m thrilled that we begin the rollout of our new brand today, embracing a bold and fresh new look, whilst acknowledging and continuing with the extraordinary in our DNA that helped us get here.”
— Dr Tim Hadingham, Group Head of Technical Marketing
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Next case study: Alternus Energy
Project summary
Brand strategy
Re-branding & design system
Brand guidelines