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Control Techniques have been pioneering the design and manufacture of industrial drives for almost 50 years. (Drives are the bits of kit that work as the brains behind any motor that moves machinery.) They’re specialists in a sector full of generalists, fighting with the likes of Siemens for market share. Their independent spirit, strong in the past, was getting lost in trying to please everybody.


They’re not just specialists.They’re Drive Obsessed.

They say

“Love, love, love, love, love…”

Pam Chahal, Head of Global Marketing, Control Techniques


A complete rebrand (with the team at GW+Co) was based on the idea of the drives as ‘unsung heroes’ that CT were obsessed with championing. A new logo revived and updated their original symbol to signal a statement of intent.


When the pandemic prevented a launch in real life, Limber Brands orchestrated an online live event, and wrote, designed and directed a series of videos and a microsite telling the new brand story.


The YouTube premiere attracted considerable industry buzz and racked up over 11,000 views. The rebrand has put serious pride and excitement back into the workforce of 2,000 drive obsessives.

Brand identity


Brand launch direction


Website design

Control Techniques

Driving forward

Revitalising a specialist by rediscovering their original spirit

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