Rockfin
Trusted by Industries: Both a promise and liability
Rockfin, a Polish engineering and manufacturing company with a global presence, has decided to elevate its brand. The existing brand has worked well for over 30 years and has helped build a successful engineering business. However, the dramatically changing world of energy requires more than just another engineering brand. It requires a partner in this change. A partner who looks to the future with courage and confidence.
Client
Services
Brand Strategy & Design Corporate Visual Identity Corporate Website Design of Print Materials
Industries
Engineering
Date
2024-2025
Strategy
Given the tight timeline of the project, we moved swiftly through the analytical phase. In hindsight, this impacted later stages of the project. However, the positioning process progressed smoothly, thanks to the top management’s clear idea of the company's vision, DNA, and its unique qualities.
We have designed a strategic map describing how a strong brand "fuels" Rockfin's five important strategic areas: Investors, Customers, Hydrogen industry, HR Marketing and Internal Branding & Communication. Each area divided into our methodological 4 Dimensions indeed.
Given the tight timeline of the project, we moved swiftly through the analytical phase. In hindsight, this impacted later stages of the project. However, the positioning process progressed smoothly, thanks to the top management’s clear idea of the company's vision, DNA, and its unique qualities.
We have designed a strategic map describing how a strong brand "fuels" Rockfin's five important strategic areas: Investors, Customers, Hydrogen industry, HR Marketing and Internal Branding & Communication. Each area divided into our methodological 4 Dimensions indeed.
Creatives
The company is both solid and flexible—trusted by its partners for decades while maintaining the ability to make quick, reliable decisions within a dependable framework. This duality inspired the brand cornerstone: "Rock-solid and Fin-flexible," which became a guiding principle for the creative team.
We have began with the brand concept in May 2024 and throughout the summer the task was to create whole new visual identity for the company with 1,200 people and truly worldwide presence. It was a rush.
Brand visual presentation (Luciano Marcao)
With TRUST as one of Rockfin's core values, the top management placed significant confidence in our creative team. However, a lively and constructive debate arose over whether to retire a visual element, the pyramid, that had been part of the logo for 30 years in favor of a clean, modern wordmark.
Former president Lech Wałęsa speaking at opening of a new Rockfin facility.
The decision was ultimately made, and a meticulously designed visual system was developed. It focused on clarity and simplicity, using a distinct color palette of white, blue, and orange paired with clean, strong typography. This approach reflected the company’s technical and engineering expertise while embracing a modern aesthetic.
Official brand video of Rockfin (produced by AD Kolektiv)
In the end, Rockfin took a bold leap forward with its brand. Today, it stands proudly among the top global brands in its field. Now, the challenge lies in delivering on the brand promise: to be trusted by industries.
The company is both solid and flexible—trusted by its partners for decades while maintaining the ability to make quick, reliable decisions within a dependable framework. This duality inspired the brand cornerstone: "Rock-solid and Fin-flexible," which became a guiding principle for the creative team.
We have began with the brand concept in May 2024 and throughout the summer the task was to create whole new visual identity for the company with 1,200 people and truly worldwide presence. It was a rush.
Brand visual presentation (Luciano Marcao)
With TRUST as one of Rockfin's core values, the top management placed significant confidence in our creative team. However, a lively and constructive debate arose over whether to retire a visual element, the pyramid, that had been part of the logo for 30 years in favor of a clean, modern wordmark.
Former president Lech Wałęsa speaking at opening of a new Rockfin facility.
The decision was ultimately made, and a meticulously designed visual system was developed. It focused on clarity and simplicity, using a distinct color palette of white, blue, and orange paired with clean, strong typography. This approach reflected the company’s technical and engineering expertise while embracing a modern aesthetic.
Official brand video of Rockfin (produced by AD Kolektiv)
In the end, Rockfin took a bold leap forward with its brand. Today, it stands proudly among the top global brands in its field. Now, the challenge lies in delivering on the brand promise: to be trusted by industries.