Stamford AvK
“The ultimate power solution for world-class expertise and 24/7 global lifecycle support, as the world’s energy demands evolve.”
Established in 1904, STAMFORD AvK is a trusted name in alternator technology. Known for combining reliability with innovation, its solutions power critical infrastructure around the world. STAMFORD AvK operates under the Cummins Generator Technologies brand – a division of Cummins Inc., a Fortune 500 company and global power leader.
As the energy landscape continues to shift toward more sustainable and efficient systems, STAMFORD AvK had undergone a comprehensive global brand audit. The result was a new and refreshed brand proposition, built to reflect the company’s ambition to stay at the forefront of power generation – now and into the future.
With this new positioning in place, the STAMFORD AvK team turned to Speed as longstanding brand and communications partner to help bring it to life.
Our goal was o apply the refreshed identity across a wide range of touchpoints, prioritising consistency while building confidence within audiences including customers, suppliers and employees around the world.
The new brand positioning now presents STAMFORD AvK as a modern, sustainable, and innovative leader in the energy sector – ready to meet the challenges of a decarbonising world.
By using bold visuals, clear messaging, and focused campaign assets, we successfully introduced the new identity to customers, partners, and employees alike.
The refreshed narrative supports business development, strengthens internal culture and provides a strong foundation for future marketing and recruitment campaigns.
We began by working closely with the client’s global marketing and brand teams to fully understand the essence of their new positioning. Our role was to translate this strategy into clear, engaging communications that would resonate with a wide range of stakeholders across international markets.
The first step was to develop a new brand introduction slide deck, designed to deliver the updated narrative in a concise and compelling format. To complement this, we created a supporting brand video to bring the messaging to life via high-impact visuals, reinforcing the company’s role as a forward-thinking partner in the transition to sustainable energy.
We then turned to external marketing. This included a series of targeted LinkedIn campaigns to raise awareness of the new brand direction among existing and potential customers. These campaigns showcased STAMFORD AvK’s technical expertise and future-ready solutions, supported by real-world case studies demonstrating success.
Internally, we activated the brand from within, by developing a suite of launch materials to support employee engagement worldwide. Our wok included new internal signage and tailored communication tools designed around cultural and regional relevance.
Our approach ensured that every member of the STAMFORD AvK team could understand, support and share the rebrand, no matter where in the world they were based.
Our solution balanced global consistency with local relevance. We designed a flexible communication framework that could scale across markets while remaining sensitive to cultural nuance.
By integrating strategy, storytelling and design, we created assets that worked across both internal and external audiences. The brand video and slide deck established a strong, unified narrative, while the targeted LinkedIn campaigns translated that story into sector-specific messages with measurable reach and engagement.
Internally, we ensured the rebrand felt personal and inclusive. Materials were tailored to different employee groups, helping to embed the new brand across all levels of the business. This holistic approach ensured that the repositioning was not only understood, but embraced — both inside and outside the organisation.
What We Delivered
We partnered with the Speed team to bring our brand refresh to life, both internally and externally. Their adaptability to the evolving project needs was valued by the team and the launch was a huge success. They supported planning of a 3,000 employee global roll out and created various high-quality collateral, including videos, presentations, and brochures, with skill and creativity. Their work on the Future Ready campaign was a game-changer in wrapping up our identity for our sustainability efforts.
They understood our needs and positioning, delivering a unique campaign identity that resonated perfectly.
Roxanne Bonin — Global Marketing and Communications Manager
