How we helped AkzoNobel, Johnson Matthey, Voith and Serveo clarify their purpose and energise their people.

From strategy to engagement

Energy, technology, infrastructure. These sectors keep the world running. But for the companies working behind the scenes, clarity and connection can be hard to come by.
That’s where brand comes in.
We work with industrial and B2B giants to help them articulate who they are, why they matter, and how to unite thousands of employees around a shared sense of purpose.

AkzoNobel: Tomorrow’s Answers Today When AkzoNobel acquired ICI, they didn’t just gain 30,000 people. They inherited multiple legacies. Our job? Help create <a href="https://saffron-consultants.com/work/akzo-nobel" target="_blank" rel="noreferrer noopener">one future-facing brand.</a> That meant redefining brand architecture, refreshing the visual identity—including Bruce, their iconic human symbol—and creating a brand book that employees could feel proud of. The result was a bold new chapter that saw the share price rise 3% on launch day.

Johnson Matthey: Inspiring science, enhancing life A science powerhouse with global impact, Johnson Matthey needed to unify a fragmented organisation and communicate its purpose. We immersed ourselves in their labs and offices to define a new brand idea that resonated with employees and stakeholders alike. <a href="https://saffron-consultants.com/work/johnson-matthey" target="_blank" rel="noreferrer noopener">The updated identity</a> and internal engagement strategy brought to life their commitment to making the world cleaner and healthier.

Voith: Inspiring technology for generations
Voith’s 150-year anniversary was more than a milestone, it was a moment to reset. Amid restructuring and globalisation, <a href="https://saffron-consultants.com/work/voith" target="_blank" rel="noreferrer noopener">we rearticulated</a> the brand’s mission and values, embedding them in a new strategy and visual identity that celebrated their legacy while empowering a future-facing workforce. The emotional core? Ownership, unity, and pride.

Serveo: Excellence with no limits Serveo emerged from the reorganisation of Ferrovial Services with a bold new name, identity and purpose. <a href="https://saffron-consultants.com/work/serveo" target="_blank" rel="noreferrer noopener">We helped shape</a> this transition, from insight gathering with clients and teams, to developing a strategy and brand architecture built around synergy, flexibility and future-ready service. Today, Serveo leads with confidence across energy, transport, health and industry.

For B2B businesses, brand isn’t just a badge. It’s a belief system. And when it’s done right, it doesn’t just change how the world sees you, it changes how your people show up every day.

Big, beautiful B2B brands

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