Brand positioning and strategy for KONE

KONE needed to retain their legacy, while refreshing their brand to meet growing global and digital needs. The new identity had to capture the company’s mission, while resonating across different markets and ensuring seamless digital adaptation.

We conducted extensive research and led workshops with employees at all levels globally. This inspired a vision for the future KONE, underpinning global excellence.

In collaboration with KONE’s brand team, we fine-tuned their brand positioning and strategy, helping to shape a unified and globally recognized experience that reflected a wholesome perception of the brand.

The new KONE brand emphasizes how their products and services intertwine with people’s lives – with the flow of life in the city itself. The new brand position and experience unfold across naming strategy, employer branding, service and training initiatives, and continuous engagement spanning the entire organization.

As KONE’s brand strategy and design partner, we’re continuing our journey together to shape and evolve the brand going forward – and ensure sustainable progress for the business, their customers, and city life.