Our approach? Turning the company’s philosophy upside down. How? We held a two-day positioning workshop where a completely new approach – a new brand-building approach – and a company name were created with the motto “Leading and acting from the future”. The compelling content of the philosophy – and thus the basis for a completely new storytelling concept – is based on the “six hat” method. The method’s “blue hat” as an organizing element, providing an overview of processes, was the decisive factor for the company name. The newly developed language, both visually and in terms of content, focuses on each employee as an individual knowledge pillar of the newly formed company called “Blauhut” (Blue Hat). The process culminated in the firm’s repositioning with a matching corporate identity, including a website that has set new standards in the industry in terms of content and form.