STRENGTH BUILT FROM THE inside out
Listening reveals what numbers alone cannot.
Brand Strategy
Brand Positioning
Culture Development
Communication Tools
STRENGTH BUILT FROM THE
inside out
Listening reveals what numbers alone cannot.
THE CHALLENGE
Armour Equipment had the reputation of a long-standing industry leader, but how it presented its culture no longer reflected the company it had become. After decades of growth, the brand lacked a clear internal story that employees could connect to. Armour needed alignment, clarity, and a brand that resonated from the inside out.
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Culture rebuilt
Codified decades of unwritten knowledge into a clear, sharable brand culture system.
Alignment accelerated
Unified teams across job sites, offices, and roles with a single internal brand narrative.
Engagement strengthened
Equipped leaders and staff with tools that increased ownership, participation, and pride.
THE APPROACH
Rebox went to the source: the people. We met employees where they worked to understand what Armour meant to them. Through listening sessions and conversations, we uncovered a defining truth: Armour’s identity lives in the character of its people, loyal and hardworking.
Using the Rebox Brand Positioning Pyramid™, we distilled shared beliefs, and uncovered the values that shape the company.
THE ACTIVATION
Rebox translated these insights into a culture book and internal communication system that captured Armour’s voice authentically, rugged, direct, and human. The culture book became a unifying reference for onboarding, leadership communication, and everyday decision-making.
Rebox designed materials that helped Armour reinforce its culture across all touch points.
THE IMPACT
Armour emerged with a clearer, stronger internal identity, one that teams could see themselves in and rally around. Employees gained a renewed sense of pride, leaders gained clarity, and the company gained alignment across roles, locations, and generations.
The brand now had a voice, distilled from the people who live it every day.
"They're never confined by the status quo, and we have a mutually beneficial relationship with them."
