All work
We're looking for trouble
How we created a new B2B brand that combines the wow factor with a sense of continuity and reassurance
The quick take
When Airnord launched as an independent Air Pollution Control company, it needed more than a new visual identity. It required a clear market position, a compelling story, and a compelling launch platform. We contributed everything from strategy to execution – shaping the new brand, naming it, and bringing it to life globally.
About Airnord
For almost 100 years Airnord has been ensuring pulp and paper, power generation, non-ferrous metals, iron and steel, cement and other plants meet the most stringent emission limits. Previously FLSmidth Airtech, Airnord was launched as an independent entity at the end of 2025.
Scope
- Brand strategy and positioning
- Brand narrative, value proposition and messaging
- Company name and logo
- Visual identity and design guide
- Creative concept
- Website UX and design
- Company launch video
- Sales and marketing templates and materials
A new name, logo and tagline makes the brand fresh, contemporary and relevant.
We announced Airnord’s arrival with the bold ‘We’re looking for trouble’ video.
Challenge
Airnord was born from FLSmidth Airtech, FLSmidth’s Air Pollution Control division – carrying nearly a century of technical heritage, but entering the market as a new standalone entity. The challenge was a delicate balancing act: create visibility and momentum for a new brand, while reassuring customers, partners and employees that the expertise, presence, people and technology remained unchanged. We needed to signal independence without suggesting disruption – evolution, not rupture.
Solution
We began with deep strategic and positioning work, defining Airnord’s market narrative and long-term ambition. We created the name, verbal identity and visual universe, combining Nordic aesthetics with industrial authority. From there, we delivered a full launch ecosystem: a new website, an eye-catching launch video, global press materials, booth and event design, sales enablement tools, and redesigned technical and capability brochures – ensuring every touchpoint reinforced renewal and continuity.
Challenge
Solution
Airnord was born from FLSmidth Airtech, FLSmidth’s Air Pollution Control division – carrying nearly a century of technical heritage, but entering the market as a new standalone entity. The challenge was a delicate balancing act: create visibility and momentum for a new brand, while reassuring customers, partners and employees that the expertise, presence, people and technology remained unchanged. We needed to signal independence without suggesting disruption – evolution, not rupture.
We began with deep strategic and positioning work, defining Airnord’s market narrative and long-term ambition. We created the name, verbal identity and visual universe, combining Nordic aesthetics with industrial authority. From there, we delivered a full launch ecosystem: a new website, an eye-catching launch video, global press materials, booth and event design, sales enablement tools, and redesigned technical and capability brochures – ensuring every touchpoint reinforced renewal and continuity.
The Airnord brand book is more than a CVI – it defines the heart and soul of a new global brand.
A brand-builder’s day is never done. We developed branding ideas for more than 50 items.
The new visuals and new messaging brought Airnord to life across social media platforms.
Making the mundane memorable. We re-skinned case stories, tech specs and articles to make them brand-compliant.
“When the Air Pollution Control business was divested from FLSmidth, we needed a clear identity for the new company. CBC quickly understood our business challenges and helped turn that insight into the Airnord name and brand – building on our heritage while giving Airnord a strong independent identity.”
Bjarke Ove Andersen
CTO, Airnord
CTO, Airnord
