Allies in
innovation

Despite its strong reputation and specialist capabilities, Terma lacked a clear and consistent brand position. The company was often perceived internationally as a relatively small Danish supplier, making it difficult to communicate its true value in a competitive global market.

As a business that frequently collaborates with customers and partners to co-develop advanced technologies, Terma needed a stronger brand platform that reflected its engineering expertise, customer focus, and ability to integrate seamlessly into complex programmes. The challenge was to create 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 greatest strength was its ability to work as an extension of the customer’s organisation. This insight led to the development of the ‘Allies in Innovation’ brand platform, positioning Terma as a trusted partner that combines specialist expertise with a deep understanding of customer needs.

CBC brought the concept to life through a distinctive visual identity and implemented it across all key touchpoints, including a new corporate website, advertising, product literature, annual reports, presentations and exhibition materials. The website became the centrepiece of the programme, designed to improve engagement, create more customer-oriented user journeys and showcase Terma’s thought leadership through stronger content and digital experiences.