With “Possibility in every drop”, Grundfos had a brand platform in place.

However, translating it into a corporate storyline that resonated across diverse audiences, from customers to partners, employees, and future talent, was a complex challenge. The corporate website had to serve multiple functions, reinforcing Grundfos’ leadership in water and energy efficiency, guiding users towards relevant business areas, and ensuring a cohesive experience across all corporate touchpoints.

Grundfos had made several internal attempts to define this narrative, but with many stakeholders involved, aligning the storytelling into one unified experience proved difficult. The company needed a strategic and creative partner who could take “Possibility in every drop” and make it work, not just as a marketing statement but as a compelling, structured corporate story that could connect every part of the business.

Grundfos is more than a pump company. At its core, it is a company that advances the flow of water while reducing energy use. This balance between water and energy was already fundamental to its technology and innovation. However, it wasn’t fully reflected in the corporate storytelling.

Through our deep dive into the brand, we identified the need for a clearer narrative structure, one that would allow “Possibility in every drop” to unfold naturally across different sections of the website while reinforcing Grundfos’ role in solving global water and energy challenges.

To bring the brand positioning to life, we developed a structured corporate narrative that unfolded seamlessly across Grundfos.com.

This was not just about writing content, it was about creating a storytelling experience that connected every part of the company’s digital presence. We introduced “Advancing flow. Reducing energy” as a strong supporting communication concept, a bridge between the brand positioning and Grundfos’ expertise in water and energy efficiency. While “Possibility in every drop” set the vision, “Advancing flow. Reducing energy” made it tangible, reinforcing Grundfos’ commitment to innovation and sustainability in a way that was both engaging and commercially relevant.

To ensure alignment across the organization, we also developed a vision prototype, a strategic tool we use that allowed internal stakeholders to see how the new corporate narrative would unfold across the website. This interactive model helped bring clarity to complex discussions, ensuring that every department could visualize the future corporate experience before implementation began.

Aligning different perspectives
was crucial.

With a complex stakeholder environment, aligning different perspectives was crucial. The vision prototype became an essential tool in bridging conversations across teams, allowing leadership, content creators, technical teams and internal brand/design teams to work towards a shared goal. By structuring the corporate storytelling in a way that was both strategic and intuitive, we ensured that “Possibility in every drop” was not just communicated but experienced.

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