How do we solve the problem? Turn the company’s previous philosophy upside down. How? We did a two-day positioning workshop where a completely new brand building approach – and company name were created according to the motto: “Lead and act from the future». The persuasive philosophy in terms of content – and thus the basis for a whole new storytelling – is based on the principles of the 6-hats method. The “blue hat” as an organising and process-overseeing element was the decisive factor for the company name. The newly developed visual and content language focuses on each employee as an individual knowledge pillar of the newly founded company “Blauhut“. At the end of the process, the company repositioned itself with an appropriate corporate identity and website, which set new standards in the industry in terms of content and form.