Rebranding Viking: A World Leader in Fire Protection
When you’ve been entrusted with something as critical as the brand identity of a global leader, you know you’re in for a rewarding challenge. Viking, a world-renowned fire protection company and part of the Minimax-Viking group with over 10,000 dedicated specialists, chose our agency again to refresh the brand identity we had created for them back in 2013. To say that we were grateful is an understatement.
The brief was clear: Viking needed a bold new look to match the rapid changes in the media landscape. The pressure was on—but that’s when our team shines. After all, how often do you get the chance to reinvent the identity of a company trusted by millions for safety? We dove headfirst into the project, crafting a strategy that would not only stand the test of time but reflect Viking’s unwavering dedication to protection.
“We selected R&R Communication for our global rebranding and employer branding journey because of their exceptional blend of creativity, empathy, and dedication. They go above and beyond to understand and anticipate our needs, continually revitalizing our communication with their personalized touch. A big shoutout to the team for their unwavering support and innovative approach!”
Suzan Ger - Marketing Manager Viking EMEA
Our approach was centered around the company payoff: "Trusted Above All." From this foundation, we created a playful yet robust identity, weaving in the distinctive slant of the "V" from Viking's logo as a recurring element across all branding materials. The result? A modern, multicolored concept that thrives in the digital realm while maintaining strong roots in traditional media.
But we couldn’t have done it without the Viking team. A heartfelt thank you goes out to the teams in Michigan (Viking Inc.) and Luxembourg (Viking EMEA) for their incredible collaboration and trust in our vision. Working together, we’ve forged something dynamic, and we couldn’t be more excited for what’s to come.
A Future-Ready Employer Brand
Attracting and retaining employees is a critical requirement for growth for multinational companies like Viking. Recognizing this, we partnered with Viking to craft a compelling and strategic Employer Branding strategy. At the heart of our approach is Viking’s new employer identity, encapsulated in the proposition: "Where Passion Meets Protection." This powerful statement reflects Viking’s core values, positioning the brand as a place where employees' personal dedication aligns with the company’s mission to safeguard lives and communities.
We designed a distinctive employer brand that allows for flexibility while remaining instantly recognizable across all platforms. Our digital-first approach ensures Viking’s message resonates where it matters most: on LinkedIn, in email campaigns, and through a standardized vacancy format that stands out in a crowded market. These digital touchpoints are vital to Viking’s strategy, engaging potential candidates while reinforcing brand loyalty among current employees.
We take pride in transforming companies to lead in their industries. If you're ready to redefine your brand's strategy and identity, contact us today. Let's build a brand that connects, inspires, and grows with your goals.
