This request came as the result of a company takeover and the wish to update the website. Discussions revealed that there were different views on the direction to be taken. A clear spot on the horizon was missing. After analysis, we advised LFT to determine the new DNA, to recharge the brand and to position it. A brand positioning statement was developed, using the input gained in various brainstorming sessions. A following step was to redesign the visual identity, based on the brand promise of ‘Freedom of movement’. A new logo was designed, after which other corporate communication tools were updated in terms of content and design. The purpose of all this was to recharge the brand.