All work
Allies in
innovation
Reflecting excellence online — award-winning website
Allies in
The quick take
Terma needed a stronger international brand presence to reflect its market position. CBC developed the ‘Allies in Innovation’ brand platform and delivered a complete corporate rebrand, including an award-winning website, creating a more customer-focused digital experience and positioning Terma as a trusted innovation partner.
About Terma
Terma A/S is Denmark’s foremost aerospace, defence, and security company. Working with defence forces, government organisations and international space agencies, Terma delivers highly specialised, mission-critical technologies and solutions worldwide.
Scope
- Market and customer insights
- Brand positioning and communications platform
- Corporate branding and visual identity
- Website design and development
- Annual and CSR reports
- Product literature, datasheets and campaign materials
Underpinning the design and customer-focused functionality was the guiding brand concept “Allies in Innovation”, developed by CBC.
Challenge
Despite its strong reputation, Terma lacked a clear brand position. The company was often perceived internationally as a relatively small Danish supplier, limiting its ability to communicate true value in a global market. The challenge was to build a compelling international identity that would unite the organisation, strengthen customer confidence, and elevate Terma’s profile as an innovation leader.
Solution
Research revealed that Terma’s chief strength was its ability to work as an extension of customers’ organisations. This insight led to the development of the ‘Allies in Innovation’ brand platform, positioning Terma as a partner combining specialist expertise with deep customer understanding. CBC brought the concept to life through a distinctive visual identity, with the website as the centrepiece: sharpening user journeys, deepening engagement and showcasing Terma’s thought leadership.
Challenge
Solution
Despite its strong reputation, Terma lacked a clear brand position. The company was often perceived internationally as a relatively small Danish supplier, limiting its ability to communicate true value in a global market. The challenge was to build a compelling international identity that would unite the organisation, strengthen customer confidence, and elevate Terma’s profile as an innovation leader.
Research revealed that Terma’s chief strength was its ability to work as an extension of customers’ organisations. This insight led to the development of the ‘Allies in Innovation’ brand platform, positioning Terma as a partner combining specialist expertise with deep customer understanding. CBC brought the concept to life through a distinctive visual identity, with the website as the centrepiece: sharpening user journeys, deepening engagement and showcasing Terma’s thought leadership.
The concept was built on the premise that creating customer value is not just about strong engineering skills, it’s about being able to apply these skills in the context of a specific customer’s needs.
Since the website was completed, CBC has supported Terma with a series of other projects, such as product launch campaigns and the company’s annual reports.
“This website reflects the modern Terma organisation and where we want to go as a business. Importantly, the site also communicates what Terma stands for at a deeper level.”
Jørn Henrik Levy Rasmussen,
Vice President
Vice President
