Following its birth as Global Castings, rapid growth meant that existing and potential customers’ understanding of the global windturbine foundry had not kept up with developments. The result was an unclear market position and declining competitiveness making the future in a global market with fierce competition uncertain. So how do you correct the misunderstanding, regain a leading market position and the ability to retain the best workforce? In the case of Baettr, the answer was a complete brand rehaul, introducing a new name, brand platform and a unique dynamic visual identity worthy of an industry giant with their legacy.

4

Parallel market launches

40+

Global employee interviews

5

Market and language variations