General Science & Engineering
Haldor Topsoe
Bringing services into the light
The brief
Topsoe, a global designer of chemical plants and oil refineries as well as the world’s leading catalyst producer, wanted new names for nearly 100 engineering-related services spread across several departments under two major business areas.
The swerve
Our debrief proposed creating a whole new taxonomy of services that would eliminate redundancies, ensure that each service could reasonably form a line item on customer orders, make good sense to customers, and help Topsoe start positioning itself as the service company it had long been, but was under-communicating.
The means
Research, consulting, multiple workshops, consolidation down to 40 services, a future-proof naming system and a final taxonomy, including names and descriptors for all services plus several levels of service categories with names.
The outcome
A company that could start working with, talking about and invoicing for a portfolio of services – along with a brand that had taken an important step away from catalyst supplier to engineering services company.
“ This was a major undertaking, and Swerve saw us through the process. The result was something everyone involved could get behind.
— Esben Rosengaard, XXX