Güntner

Güntner, the global HVAC giant, has ambitious targets of becoming a billion-euro company. To do this, the company needed to secure more commercial customers, win the best white-and-blue collar talent, unite its global employees and present itself as a more coherent business.  Their commitment to innovation, sustainability, and decades of engineering expertise, inspired the Brand Idea, Always A Solution Ahead. Through this, Güntner have strengthened their market position and their brand now resonates with their transformative vision for the future.

How we started
Güntner are world leaders in heat exchange and energy technology. They have decades of German engineering expertise behind them and impressive commercial ambitions to be a billion-euro company. However, complex products lacking differentiation, a need to spotlight the values and expertise that made them special and undefined brand architecture were all a challenge. 

After a comprehensive review of the heat exchange technology sector, we found their competitors were fixated on product, without any focus on real-world impact. That gave us the opportunity to build a differentiating Brand Idea for Güntner, based on the core truths of their business.

The journey
We engaged the leadership team, regional sales and product and innovation teams in a series of intensive stakeholder workshop to understand the core of their identity. It soon became clear that Güntner is a visionary leader, constantly developing smart tech to push the industry forward always investing in the future  of their business and the planet – they are true innovators. But they weren’t looking like it or acting like it.

We developed the Brand Idea, Always A Solution Ahead, to capture their visionary spirit, enabling them to stand out in their industry and align around this distinctive narrative. 

We crafted a radical brand identity using symbols of progress and momentum and the codes of technology to capture the qualities of the Brand Idea – modern, engineering excellence and future-focused. A fresh colour gradient of blue, aqua, and mint, combined with a dynamic ‘rays’ graphic device brings light and freshness to a dark, masculine-led category. And a refined approach to photography with crisp portraiture, clean tech and modern, crisp environments.

Our role extended to branding offices and factories around the world, an employee brand book and a manifesto film. And with a sustainability campaign, Set in Stone, to communicate six ambitious pledges bound to a 2030 deadline, Günter are proving, Always A Solution Ahead, provide the foundations to lead the way environmentally too.

Where we are now
At a Group level, we created a Brand Idea – Vital Progress – to refine the brand architecture and bring unity across the portfolio. We also created the EVP – Ahead Together – to motivate the talent with films and collateral to support this. 

The Güntner Group is now maintaining its position and authority as a leader in the future of the world’s cooling industry.