Establishing Fristam’s Worldwide Brand Identity

Challenge

Fristam Pumps is a globally respected name in hygienic pump solutions, with a strong presence in Germany, India, China, the USA and beyond. After experiencing exceptional growth in recent years, the company was increasingly operating on a global scale, but the European Marketing Manager became aware that brand assets and messaging varied from region to region; this lack of consistency was becoming a barrier...

Marketing materials looked and sounded different depending on where they were produced. There was no central brand framework to guide tone, imagery, messaging hierarchy or visual identity. This fragmented approach risked undermining brand recognition and limiting the effectiveness of local marketing.

Fristam needed a solution: a clearly defined, globally aligned brand that could flex across cultures while delivering a consistent, professional, and credible image, everywhere.

Solution

Working in close collaboration with Fristam’s European Marketing Manager, we led a brand alignment project designed to bring clarity, consistency, and strength to Fristam’s worldwide identity.

Our first step was to fully understand the business’s core values, audiences, and existing brand perceptions across territories. Through discovery workshops and brand audits, we gained insight into how Fristam was currently represented, and where the inconsistencies lay.

From there, we developed a comprehensive brand guidelines document, designed to serve both as a creative foundation and a practical day-to-day resource. This included:

Visual Identity:
Clear rules around logo usage, colours, typefaces, and imagery to ensure brand coherence across digital and print formats.

Tone of Voice & Messaging:
Defining how Fristam communicates—confident, technical, trustworthy—ensuring messaging speaks consistently to engineers, specifiers, and buyers across regions.

Templates & Application: 
Sample layouts for marketing collateral, presentations, and brochures to give local teams the tools to implement the brand easily and effectively.

Throughout the process, we collaborated closely with stakeholders to ensure the guidelines worked not just in theory, but in practice, accounting for language variations, cultural differences, and the needs of regional marketing teams.

Result

Fristam now has a unified brand framework designed to grow with them. The new guidelines have laid the foundation for a consistent, recognisable global identity, one that maintains the integrity of the brand while giving regional teams the flexibility to adapt with confidence.

As the guidelines are rolled out across Fristam’s international markets, the company is already seeing stronger alignment across teams, clearer communication, and a more powerful brand presence in every region.

The result is more than a visual refresh, it’s a strategic step forward in building a brand that’s as consistent as it is global.