Since 1884, when Sophus Falck founded Falck in Denmark, the mission has been to help people in need. Today, Falck has grown into the sole global provider of more than 10 million emergency assistance and healthcare services every year. Thirty thousand people across 30 countries provide care to those in critical situations daily. With high market growth, fragmented competitive landscape, and demand for Falck’s expertise, there is unique opportunity for the company to take a strong position in the global health market.
Years of acquisitions and diversification resulted in a decentralized business with lack of focus and weak value creation. Rapidly deteriorating profitability further worsened the situation, and Falck was at risk of losing its license to operate. To survive, significant changes were necessary. A management restructure followed, and a strategy for delivering a turnaround was laid.
Findings from global internal and external research led to a clear purpose: manage critical situations, help those in urgent need, and bring peace of mind to societies. The brand idea Care in action is supported by the promise: there when you need us.
The vision was One Falck – a focused, profitable and strong international company, leveraging scale and building excellence by working as one united front across the business. To support the vision, a revitalization of the Falck brand was launched.
The new look and tone of voice for Falck leverages its proud legacy, and demonstrates agility in the face of change. The falcon, a symbol derived from the surname of the founder, was retained but optimized for visibility and digital usability. The color red, strongly associated with Falck and reflecting passion and human touch, was also retained in a simplified color palette that included blue and yellow to reflect emergency and action. The flexible typographic system, image style with a people focus, bespoke icons, and a Response Signature, add energy.
The new brand was rolled out across the business from fleet and uniforms to website and brochures. The realigned, people-focused brand helps Falck Group employees and partners act with confidence, speak with clarity, and pave the road for a successful business.
Client: Falck – www.falck.dk
VP, Global Branding & Communications: Kaspar Bach Habersaat
Global Brand Manager: Sidse Andrea Jæger
Digital Project Manager: Helle Maria Bülow Larsen
Brand Strategists/Designers: Make® – www.make.dk
Strategic Director: Morten Brudholm
Creative Director: Kristoffer Gudbrand
Strategist: Vibe Bangsgaard
Design Lead: Marton Borzak
Designer: Jesper Larsen
Digital Designer: Martin Moi
Head of UX: Trine Juel Clement
UX Specialist: Maiken Rask Kock
Project Manager: Kira Bengtson