As ABB prepared to spin off its turbocharging business, the company faced a high-stakes challenge: to build a new, standalone brand strong enough to enter the market with confidence. The business needed a name, a strategy, and a brand identity that would inspire investors, engage employees, and signal its future potential—all in time for a global IPO.
Approach
8008 Brand Advisory stepped in as the overall project lead, orchestrating this complex, global transformation from end to end. We:
Directed the entire branding process from strategy to implementation
Selected and coordinated international agencies and partners
Developed a future-proof brand strategy aligned with business goals
Designed and implemented an internal communication strategy to foster alignment and engagement across global teams
Impact
A strong, distinctive brand—Accelleron—emerged, enabling a successful IPO launch. The new brand not only positioned the business confidently in the market but also:
Ensured smooth global rollout across all touchpoints
Created internal clarity and alignment during a critical transition
Signaled innovation, independence, and long-term ambition to investors and stakeholders
For Accelleron, brand became the catalyst for transformation—uniting strategic clarity, cultural alignment, and market readiness from the ground up.
