Cool Alliance

Giants given a shared voice!

Cool Alliance (Danfoss and LOGSTOR)

Cool Alliance is a collaboration between Danfoss and LOGSTOR in order to deliver complete remote refrigeration solutions to the Chinese market. Both companies are global market leaders in their own fields.

The challenge

When Danfoss and LOGSTOR began working together closely in order to capture a promising Chinese market for remote refrigeration, they turned to advertising agency Pravda to create marketing material which could unite the two giants and make their solution comprehensible to the Chinese decision-makers. A brochure was needed that took into account both companies' design manuals but at the same time created a shared voice.

The solution

In order to join the two companies together, Pravda chose to go the whole hog and create the common brand Cool Alliance. The alliance unites the companies in terms of the specific solution, while at the same time allowing them to retain their own identities. You could say that Pravda have found the balance in the alliance, so that the two companies can identify with both the messages and the visual expression.

Reductions in CO2 levels are an important selling point and the term 'CO2' has therefore also been visually integrated into the brand. The brochure depicts a simple illustration of the remote refrigeration solution from the project stage to its execution so that it is easily understandable to a market which has not seen this type of remote refrigeration solution before.