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Danfoss is one of the largest industrial companies in Denmark. The global group employs over 31,000 and is a leader within research, development and production, sales and service of mechanical and electronic components for several industries.
Working with the Refrigeration & Air Conditioning Division based in Nordborg we started work on a simple brochure for a range of variable speed drives. It was quickly realised however, that the customer needed to see the 'big picture' and how these drives work within a complete air conditioning and refrigeration system to supply a total solution to food retailers.
By switching the focus of the communication, more products in the Adap-kool series of equipment could be featured along with maintenance, control and energy saving services that contribute to improving food quality to the customer. By featuring these end-user benefits and speaking in the food retailers' language we were able to identify with their needs and clearly demonstrate the required solution.
Bespoke photography and technical illustrations were commissioned to explain how the system worked and copy was written in such a way that would lend itself to easy translation and work within a set area to allow minimal overprinting for the various languages. The final brochure was translated and printed into 18 different European languages, was extremely well received and the imagery has gone on to be used on exhibition stands, websites and other forms of communication materials
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'What started as a straightforward job turned into quite a complex project very quickly involving more and more people, products and messages to convey. Throughout the process Graham kept a firm hand on the tiller, continually advising and looking for ways to get the most out of the project and keeping the focus on the desired end result. His communication skills with the Danfoss personnel to extract the information he needed and his drive to succeed ensured that the brochure got produced on time and to budget despite the continual shift and additional requirement imposed on him'
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