twenty years strong.

The Challenge

GKN Driveline is the world’s leading supplier of automotive driveline systems and solutions. A global business serving the world’s leading vehicle manufacturers, GKN Driveline develops, builds and supplies an extensive range of automotive driveline systems for the world’s leading automotive brands.

Our challenges were many over a twenty-year partnership with GKN, Clarity delivered sustainable value with exceptional strategic and creative consultancy that consolidated a strong global reputation for GKN.

The Solution

Clarity helped GKN Driveline to consolidate fourteen established brands and organisations under one united brand, GKN Driveline. The identity needed to extend across 30 countries and engage 24,000 employees in 15 languages.
Within a global brand development programme, Clarity was faced with logistic and operational issues that required diplomacy and strong leadership. A clear proposition and visual identity needed to be createdand communicated with consistency and conviction. A distinctive singular brand was created to unify the business whilst ensuring all communications were on brand across languages and cultures. Today, the brand is fully established and thriving with pride within the business.
Over the years, Clarity was called upon to develop fresh concepts and develop innovative solutions to keep GKN Driveline ahead of the game.

Clarity delivered for GKN Driveline
Company Branding / Internal Communications / Product Naming / Employee Engagement / Brand Architecture / Website & Intranet / Global Advertising / Marketing / Product & Service Literature / New Product Branding / Values & Behaviours / Brand Architecture / Company Presentations / Vehicle Livery / Global Signage / Tone of Voice / Brand Guidelines / Global Image Library / Exhibitions

£9.4bn   TURNOVER    I     58,000   EMPLOYEES    I     30  COUNTRIES
4   DIVISIONS     I     257   YEARS     I     160  FACILITIES

“Clarity brings value to the table by challenging us at every turn while we are focused elsewhere. Your ability to combine strategic thinking and creative execution has helped accelerate our global business within these challenging times .”

Paul Dinwiddy I GKN Driveline

Assignments for GKN include:
• Create a single unifying image for this group of four divisions globally.
• Engage and encourage 58,000 employees to upload their CSR stories from around the world.
• Visualise the five year business strategy for this £9.4bn organisation.
• Develop and celebrate 250 years to employees around the world.
• Developing various internal global brand campaigns internally including lean enterprise.
• Create a product branding system within their automotive division (£4.6bn).
• Create worldwide CSR brand communications delivered online and off line.
• Global presentation to align their people to their five year strategy.
• Brand launch of a £4.6bn engineering division including all internal communications,
imagery, on line and off line communications, advertising, literature and signage.
• Connecting Asia Pacific region with the rest of the global organisation via internal
communications to celebrate vast growth and pride in the region.


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