All work
Make life flow
Rebranding a global critical flow company for accelerated growth
The quick take
To fuel its next growth phase, DESMI restructured around new verticals – and needed a brand that could keep up. CBC translated strategy into a clear, customer-driven brand platform built on purpose and differentiation. The outcome: sharper market positioning, stronger commercial alignment, and a revitalised organisation ready to compete – without losing sight of its 190-plus year legacy.
About DESMI
For almost two centuries, DESMI has pioneered the development and optimization of critical flow processes for core applications in a range of industries. Today’s shifting market dynamics, geopolitical events, and climate change are creating challenges that force us to rethink how we live our lives and run our businesses. DESMI is developing the next generation flow solutions to help companies navigate these very challenges.
Scope
- Brand strategy and positioning
- Brand narrative, value proposition and messaging
- Logo update and new tagline
- Visual identity and corporate brand guidelines
- Creative concept
- Website UX, wireframes and design
- Sales & marketing templates and exhibition materials
The new brand platform and CVI is built around the Make Life Flow concept. This is brought to life in a new visual identity, which includes a revised company logo and tagline.
Challenge
Following a new strategic direction, DESMI needed a corporate brand that shifted the conversation from product specs to customer and societal impact. The ambition: stand out in a conservative industry with a bold visual identity, sharper messaging and eye-catching creativity – while strengthening employee pride and underscoring DESMI’s role in advancing sustainable development, all supported by reinvigorated brand messaging and a ready-to-use marketing toolkit.
Solution
CBC repositioned DESMI from product supplier to business enabler, shifting the narrative from technical specs to real-world impact. Anchored in the idea that critical flow keeps industries, and lives, moving, we introduced the tagline Make life flow. The new position developed by CBC highlights dependability, efficiency and sustainable performance – all brought to life through striking, flexible visuals and a distinctive wave element that builds recognition across every touchpoint.
Challenge
Solution
Following a new strategic direction, DESMI needed a corporate brand that shifted the conversation from product specs to customer and societal impact. The ambition: stand out in a conservative industry with a bold visual identity, sharper messaging and eye-catching creativity – while strengthening employee pride and underscoring DESMI’s role in advancing sustainable development, all supported by reinvigorated brand messaging and a ready-to-use marketing toolkit.
CBC repositioned DESMI from product supplier to business enabler, shifting the narrative from technical specs to real-world impact. Anchored in the idea that critical flow keeps industries, and lives, moving, we introduced the tagline Make life flow. The new position developed by CBC highlights dependability, efficiency and sustainable performance – all brought to life through striking, flexible visuals and a distinctive wave element that builds recognition across every touchpoint.
CBC developed a series of key visuals and brand awareness ads that expand the Make Life Flow concept, positioning DESMI as an enabler for their customers’ success.
The visual approach is designed for use in multiple formats, including a complete refresh of DESMI’s corporate website.
The Make Life Flow brand platform is highly flexible, enabling DESMI to promote messages at a brand, product, service, reporting, and internal levels.
“I have been part of similar brand exercises for other major brands before. This rebrand was such a great experience as CBC demonstrated a super strong B2B and sector-specific experience. Working in this environment just requires a different mindset from a strategic point of view.
CBC’s full focus on international B2B branding and marketing gave us exactly the expertise we needed to bring on board and the outcome we were looking for.”
CBC’s full focus on international B2B branding and marketing gave us exactly the expertise we needed to bring on board and the outcome we were looking for.”
Humphrey Lau
Group CEO, DESMI
Group CEO, DESMI
CBC interviewed senior managers across the organisation to design and copywrite a new corporate brochure.
CBC helped DESMI to refresh its existing literature using the new brand platform and messaging.
CBC redesigned DESMI’s trade show stand to showcase the Make Life Flow platform, enabling the company to stand out powerfully in a crowd of generic industry visuals and messages.
“When you set out to do a major corporate rebrand, there are so many things to consider and details to keep track of. For me it was important to have a partner on board that could take the ball for the overall creative brand development both in terms of visual design and customer focused messaging.
With CBC I really feel like we have had that extra creative muscle power added to our team, and the collaboration and deliverables will enable us to keep our new brand crisp and relevant over time.”
With CBC I really feel like we have had that extra creative muscle power added to our team, and the collaboration and deliverables will enable us to keep our new brand crisp and relevant over time.”
Karina Poulsen,
Marketing manager, DESMI
Marketing manager, DESMI
