How do you build on a diesel heritage to lead the way into a net-zero future?

A former radiator repair shop founded in the industrial heart of Birmingham is an unexpected place to find the way forward to a zero-emissions future. But that’s what makes Grayson’s story so compelling…

The story.

Across Europe and North America, from buses and coaches to off-highway fleets, specialist automotive and even energy storage, the chances are you’ll find Grayson’s systems and components at the core of any given vehicle’s power assembly. Originally, when it was established in 1978, this took the form of humble radiators for diesel vehicles – but, today, Grayson Thermal Systems has reoriented its business to focus firmly on enabling and enhancing a net-zero tomorrow. And we were there to help set this plan in motion.

The thinking.

With its flagship BTMS and VTMS systems for battery and fuel cell assemblies, alongside its leading-edge software development and bespoke design and manufacturing capabilities, Grayson had strong credentials. But it needed to bring its brand up to date, building on its continued family ownership, and the loyalty and drive of its people, while setting out its ambitions for spearheading innovation as a technology partner for zero-emissions vehicles (ZEVs).

The execution.

Following a rigorous Explore phase, delving into the history, ambitions, truths and stories that make Grayson unique, we created a vibrant new brand to point the way forward for a net-zero business, with the proposition: Today. Tomorrow. Together. Bolstered by a differentiated set of brand values, a new vision and mission, and a complete suite of branding materials and film, the brand was launched internally through a business-wide town hall programme to bring the 300+ people at Grayson along on the journey.

The feedback.

Great work can only happen through great partnerships – and giving Grayson Thermal Systems its launchpad to accelerate towards net-zero leadership was realised through the client’s shared vision and drive. Here’s the view from Calvin Barnett, Grayson’s Group Marketing Manager…