Scanhugger
Brand Identity & Digital Transformation
This Scanhugger branding case explores the company’s transition from legacy visuals to a strong digital identity. The project includes brand identity, rebranding strategy, and digital transformation.
Scanhugger, a Danish manufacturer with over 30 years of experience in designing and producing machinery for wood waste reduction and biomass utilization, is undergoing a full-scale brand and digital transformation. With installations across the global wood industry, Scanhugger delivers tailor-made shredding systems that combine high-quality machines with a wide range of options and accessories.
Despite its strong technical foundation and global dealer network, Scanhugger faces a branding challenge: outdated visuals, inconsistent tone of voice, and underperforming digital touchpoints are limiting both visibility and growth. The company recognizes the urgent need to elevate its digital presence, align its brand identity, and support its international network with professional marketing assets.
This Growth Pilot case study on Scanhugger, supported by Erhvervshus Midtjylland, explores a comprehensive digital profiling and rebranding process. The project included brand identity development, restructuring of digital assets, and a strategic transformation of communication channels to enhance visibility and strengthen the company’s international position.
Clarity & Direction.
Reframing Scanhugger’s brand identity with a unified visual language, clear messaging, and strategic positioning to support international growth.
Scalable Solutions.
Development of a flexible WordPress platform with multilingual support, optimized assets, app-development and future-ready structures for expansion.
The Objective
The core goal is to develop a complete visual and strategic identity that strengthens Scanhugger’s brand recognition and positions it as a market leader. This includes a full audit of existing sales material, improvement and redesign of key assets, and the production of new, professional photo and video content. Additionally, a new website will be developed, with multilingual support and a clean structure to serve both end-customers and global distributors.
Key Deliverables
- A unified visual and script identity
- Strategic rebranding and storytelling aligned with sustainability and innovation
- Optimized product presentations and marketing materials
- New website design in WordPress with full translation scope
- Photo, illustration, film and animation design
- Templates and guidelines to streamline future launches and communication
- Systematic collection and integration of testimonials and user stories to improve UX
- Digital content and campaigns supporting circular economy positioning
- Cross-platform integration, sustaining brand awareness
Design Assets
Project Scope
The first focus is on research, audits, and developing a solution roadmap. The goal is to have a fully updated digital brand presence, visible across all platforms and markets. The long-term vision is to generate measurable customer value, enhance brand loyalty, and boost international sales through a consistent and strategic brand experience.
By professionalizing Scanhugger’s digital and visual identity, the project lays the groundwork for scalable growth, stronger dealer relationships, and increased brand recognition in an increasingly competitive market. This initiative will not only modernize the company’s image but also support its sustainability ambitions and positioning as an expert in durable, future-proof shredding technology.
Optimizing Sustainability
With Scanhugger
Through digital profiling and a renewed brand strategy, Scanhugger’s commitment to circular economy and resource efficiency is now front and center. We shaped a narrative and identity that reflect their environmental mission – and support their role as a key player in sustainable wood waste solutions.
Scanhugger Greater Road Map
This roadmap outlines the key focus areas driving Scanhugger’s brand transformation. With a clear vision and structured rollout, each area contributes to a stronger digital presence and a sharper market position. From refining visual identity to aligning internal culture through employer branding, this roadmap supports both short-term upgrades and long-term growth.
Toolbox.
Similar Case Studies Wrap Up
Scanhugger’s renewed identity now reflects both innovation and reliability — bridging industrial precision with a sustainable future. This digital rebranding strengthened their market position and enhanced their global visibility.