Over time, insight had built up across markets, teams and departments, but without a shared brand framework, Bosch Power Tools’ story had started to fragment. Messaging varied from region to region, and there was no single reference point that clearly articulated what the brand stood for or why it mattered.
This lack of clarity made internal alignment harder and increased the risk of inconsistent external communication. Bosch needed a strong, shared foundation that could support innovation while bringing consistency across markets.
We led a focused two-week sprint that brought together brand strategy, product thinking and collaborative research. Stakeholders from across the global business took part in remote workshops, sharing perspectives, challenges and priorities.
Alongside this, we ran insight sessions with users in the UK and US, including trade professionals, retailers and next-generation tool users. These conversations helped uncover both the emotional and practical drivers behind real-world decision-making, grounding the work in lived experience rather than assumptions.
The sprint resulted in a clear and practical brand framework built around a set of strategic pillars. These pillars were rooted in genuine user insight and designed to be flexible enough to work across products, teams and channels.
Rather than acting as abstract statements, they were created to guide everyday decisions, from product strategy and interface design through to campaign tone and creative execution. A prototype site was developed to bring the pillars to life, serving as a shared reference point and storytelling tool for teams and partners.
Bosch Power Tools now has a unified brand foundation that supports both global consistency and future innovation. Teams across regions are aligned around a shared understanding of what the brand stands for and how it should be expressed.
The framework has been adopted internally and by agency partners, providing a clear foundation for creative development, campaign planning and long-term brand growth. With this in place, Bosch is well positioned to communicate with confidence across markets and connect more meaningfully with the professionals who rely on its tools every day.
