This is how we do it.

flsmidth, 360º brand revitalization

Unity offers expertise that builds bold and authentic brands focusing on usability and relevance to your audience. We approach branding as a 360º discipline to do it the best way, and our broad range of services reflects this.


Our way of working

Our way of working is centered around four business areas: Brand strategy, Brand identity, Brand implementation, and Brand activation.

The four business areas are logically interconnected: We always depart from a brand strategy when designing a brand identity.

And designing a brand identity doesn’t create value until we implement it together.

Once implemented, we continuously activate it to stay relevant and at eye level with customers, followers, and employees.

A 360º branding approach

Branding is about positively influencing how the people you want to engage feel and think about you, your organization, or your product.

It is to create awareness about all the advantages of your organization or product and have them stand out as something of value.

To be able to make the best of all your brand’s advantages, we look at branding as an ecosystem of interacting elements from a 360º perspective. We do so because this is how people experience your brand: as an orderly sum larger than its parts, and from all angles, in a light, which sometimes reveals less flattering sides.

To know more about how your audience experiences your brand, we are professionally curious and ask questions.

– How do people feel when they interact with your organization or product?

– What will they say to others about your organization or product?

Professional curiosity is a good starting point for making your brand relevant and valuable to your customers.


This is what we do


This is how we do it

1 – scope

The project scoping ensures we get a complete overview of all the questions the project needs to answer. We focus on your and your audiences’ needs and characteristics within these three areas:

  • Market and target group
  • Usability and design
  • Technical demands

The scoping phase combines workshops, meetings, customer interviews, research, and analysis. The outcome is summarised in a report and is the foundation for the subsequent phases of the project.

2 – conceptualize

The concept phase gives direction, look and shape to the project.
In this phase, we test and present the findings from the scoping phase, record your or your customers’ feedback, and use it to further the concept’s adjustment.

Usually, we present two-to-three concept directions, which we often visualize on mock-ups: packaging, website, and more. We use visualizations and mock-ups to deliver scenarios close to the reality your customers live in to end up with the best result ultimately.

3 – build

In the build phase, we test and refine the concept to work best for your market and target group. We use the usability findings from the scoping phase as testing parameters for our design. We continuously involve you and your customers to ensure we are on track in this phase.

We take the technical demands into further consideration, and we can expand the resources in the design team to meet the technical demands if needed.

We often design click-through mock-ups for websites, technical drawings for Office templates, or production drawings for events in the build phase.

4 – finalize

In the Finalize phase, we secure that we follow through with all design principles in the handover for production or direct implementation at our clients. We take responsibility for the following:

  • Handover of documentation and project files
  • Further dialogue with implementation partners, if needed
  • Handover of necessary graphic files
  • Support in using the design
  • Further discussion on how we can continue making the design successful for you.