Visual Identity · Global Impact · Design Elements
At Danfoss I had the rare privilege of helping shape the new global visual identity for an organisation of more than 42,000 people. This was a once-in-a-career opportunity to contribute to a complete rebrand — one that would guide every corner of the company across regions, cultures, and business segments.
Working side by side with Kontrapunkt, I helped bring the new identity to life through a unified design system: typography, colors, graphic language, layouts, iconography, and motion principles. The mission was clear but complex: create a modern, cohesive identity that works everywhere — from high-level corporate communication to deeply technical segment materials.
The real challenge lay in scale. Danfoss operates in vastly different markets with different audiences and needs, and the identity had to support all of them without losing clarity or character. My role was to help translate the new system across touchpoints and make it usable in the real world — websites, presentations, social media, impact papers, internal communication, and global campaigns.
Seeing the identity roll out across the entire organisation has been one of the most rewarding parts of my career. It’s not just a new look, but a shared design language now used daily by thousands of employees around the world.