Creating brand and communications strategies for a global industrial leader, celebrating its 125th anniversary, while transitioning to a new CEO and repositioning for the Fourth Industrial Revolution, as well as the next generation of talent and application engineering.
In 2024, The Timken Company celebrated its 125th anniversary. H&S produced a video for employees, customers, and investors acknowledging this historic milestone while communicating the company's continuous drive to create the future of motion.
The Strategic Challenge
How does a 125-year-old global brand stay relevant and reach the next generation of talent with its corporate brand communications, given its own growth coupled with the pressures of the Fourth Industrial Revolution?
H&S has worked with The Timken Company and its current global chief communications officer for nine years. As long-time partners, we have advised Timken’s C-suite on corporate brand strategy, management, and innovation questions.
Our many strategic communications initiatives include: brand messaging; website strategy; investor communication; digital channel and content management; corporate social responsibility vision and reports; annual reports; historic milestone communications.
With our longtime partner Eleanor Safe Design Co. , we have evolved the corporate design vision and image to ensure the brand remains true to its long history and engineering culture, but is also positioned for what’s next.
H&S Role & Services
Developed brand integration process for ongoing M&A activities
Developed strategic roadmap to communicate next-gen business strategy to global workforce of 18,000 employees — from factory floor to top floor
Developed annual narratives, messages, and guidelines to guide corporate brand storytelling
Developed editorial process and planning approach to guide content development and deployment across channels, including social media, corporate website, company blog, and media relations
Developed first-ever content strategy and user journeys to guide corporate brand expressions across digital ecosystem
Evolved corporate website and investor site, including approach, site map, content, and design
Created and implemented vision for corporate Instagram account and social content
Re-envisioned annual report approach to serve a new generation of investors and developed themes and content for annual reports over last six years
Developed vision and structural framework for CSR reporting and developed themes and content for CSR reports over last five years
Developed vision and approach to evaluate product sustainability on an ongoing basis, including The Timken Company’s Sustainable Engineering Model
Evolved brand standards to encompass compelling corporate storytelling across physical environments (WHQ) and digital channels
Developed communications strategy for 125th anniversary to position company for next 125 years of innovation
Created communications framework to manage CEO transition
During our tenure with the company, Timken has been recognized as:
"One of the World's Most Innovative Companies" by Fast Company
"One of America’s Most Innovative Companies" by Forbes
"One of America’s Best Large Employers" by Forbes
"One of America’s Most Responsible Companies" by Newsweek
"One of the World’s Most Ethical Companies" by Ethisphere
"One of America’s Greatest Workplaces for Diversity" by Newsweek
In 2022, The Timken Company celebrated 100 years on the New York Stock Exchange. H&S produced a video, shown in New York City’s Time Square, to commemorate the accomplishment.
A Growing Relationship
Long-term relationship with representatives of company leadership as company grew from a $1B to a $5.7B business
Advisors to C-suite across departments and brand initiatives
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