PHINIA

Brand strategy, positioning, messaging, architecture and migration planning with a sustainability focus for new Borg Warner spin-off brand PHINIA (with Siegel+Gale)

SERVICES

Brand Strategy | Corporate Strategy | Visual and Verbal identity | Messaging | Architecture | ESG | Sustainability

Create powerful new PHINIA brand following Borg Warner spin off of aftermarket and fuel systems businesses

THE CHALLENGE

Develop brand strategy, positioning, visual and verbal identity, architecture and migration plan for new BorgWarner spin-off company, PHINIA, that strategically organizes their diverse offerings to create a powerful portfolio with strong go-to-market opportunities to drive revenue growth and build employee engagement and loyalty.

THE STRATEGY

Create a powerful identity for the new PHINIA brand that leverages its sustainable programs and circular model to unify PHINIA’s products and services under a shared vision. Partner with CMO and C-suite across business units to develop brand strategy and white space opportunities to define a new mobility leader.

GAME-CHANGING EXECUTION

Create corporate strategy, brand strategy, ESG and communications strategy to drive growth and stakeholder engagement for PHINIA. Build sustainability innovation and net zero goals into PHINIA’s operating model to engage customers, employees and investors alike. Develop brand architecture and migration strategy to drive powerful organizational development, GTM strategies, and secure stakeholder buy-in.