How we helped Bosch define their brand foundation for tomorrow's global users.
Building confidence
Bosch Power Tools is a global leader in cordless tools and accessories, known for its pace of innovation. But as products evolved and new ranges launched, the brand story began to lose clarity. Messaging hadn’t kept up with the speed of change, and Bosch needed to ensure its values still resonated with professionals worldwide.
The goal was to align internal teams and external communication around shared brand pillars, guiding everything from product strategy to creative execution.
Bridging the gaps across markets
Insights existed across departments, teams and regions, but without a shared brand framework, Bosch's story had started to fragment. Messages varied from market to market. There was no single reference point for what Bosch Power Tools stood for or why it mattered. Internal alignment was just as urgent as external clarity.
A unified approach could help align design, engineering, marketing and comms around a consistent and confident voice.
A brand strategy grounded in real experience
We led a focused two-week sprint, combining brand strategy, product thinking and collaborative research. Stakeholders from across the business took part in remote workshops to share perspectives and surface priorities. We also held insight sessions with users in the UK and US, including trade professionals, retailers and next-gen tool users. Their input revealed the emotional and practical drivers that shape real-world decisions.
Strategic pillars with everyday impact
The sprint delivered a practical brand framework, built around clear pillars that reflected what Bosch Power Tools truly represents. These weren’t just buzzwords. They were drawn from real user insight, created to flex across teams and channels, and grounded in how the brand shows up in everyday experiences.
We brought this thinking to life through a prototype site that served as both a reference tool and a storytelling guide. It showed how the pillars could shape everything from product interface to campaign tone.
A new unified brand foundation
Bosch Power Tools now has a unified brand foundation that supports both innovation and global consistency. Teams across regions are working from a shared understanding of what the brand stands for and how it should appear. The strategy has been adopted internally and by agency partners to guide creative development and campaign planning.
With this foundation in place, Bosch can move forward with messaging that resonates across markets and connects directly with users.
