As Scania accelerates towards electrification, the company faces the need not only to build new products, but also to attract new talent and new audiences – from battery engineers and software developers to global tech partners, charging providers and start-ups. To meet this challenge, Scania partnered with Kurppa Hosk to create a system that flexes the brand identity and messaging for new contexts, while safeguarding Scania’s core DNA. The shift towards electrification has transformed Scania’s reality. From once having full control of the production chain, Scania is now increasingly dependent on partners – battery cell manufacturers, tech and software companies, charging providers, and start-ups whose innovations are key for tomorrow’s mobility solutions. Scania’s talent needs are also shifting. Across its global service network, tomorrow’s technicians will rely less on mechanical know-how and more on expertise in electricity, batteries and new driveline technologies. As digital touchpoints become a central part of the customer experience, Scania must also attract software developers, programmers and designers – competing directly against top global tech companies. To attract these (and other) new groups, Scania needed the ability to adapt both its visual identity and messaging – to feel relevant in new contexts and channels, without drifting too far from Scania’s foundational brand expression and desired position.

 Kurppa Hosk and Scania therefore co-created a system for flexing the identity: clear rules and additional assets enabling Scania to adapt to new contexts and target groups, while safeguarding its core DNA. In parallel, Kurppa Hosk supported the development of narratives, messaging platforms and communications aimed at these new audiences – always grounded in Scania’s overarching corporate narrative, but tailored to resonate in the right way with each.