Turning a robotics pioneer into one global brand.

AutoStore had grown from a Norwegian start-up into a global technology business. Rapid growth and acquisition had created a more complex organisation, and a brand that needed to catch up with the ambition of the business.

Working directly with the leadership team and across the organisation, I helped define a new positioning and simplify the brand architecture around a single AutoStore masterbrand; bringing acquired businesses and existing entities together under one name.

To store and move things for everyone, everywhere gave that masterbrand an organising idea, shifting the story beyond the technology itself towards the bigger role AutoStore could play in global commerce.

The work went beyond defining the strategy. It involved extensive consultation across the business, followed by training and guidance to help teams understand what the new masterbrand meant for how AutoStore communicated and behaved.