One global brand for the leisure industry

Thetford is the global market leader in sanitation and cooling solutions for the camper and caravan industry. From its headquarters in the Netherlands, we developed an international brand positioning that reinforces the company’s innovative strength, user-focused mindset and clear B2B orientation.  The new positioning makes the brand story relevant for OEMs, distributors and partners around the world. Together with GI, Thetford set out to create a narrative that brings internal clarity and external appeal. From strategic foundations to a full visual and verbal identity. 

Strategy as starting point

What began as an exploratory session quickly evolved into an intensive collaboration. In a series of co-creative workshops, we worked on brand diagnosis, positioning, brand principles and personality. The result is a strategic foundation that fits what Thetford stands for: practical, reliable and essential to the camping experience. 

A practical and distinctive visual identity

Building on the strategy, we developed a visual identity that makes Thetford more recognizable, approachable and consistent across all touchpoints for both consumers and partners.  We translated brand values and personality into a complete design system, covering logo, colors, typography and imagery. This was captured in a clear brand book that ensures the brand works consistently in daily practice. 

From story to communication

Alongside the visual identity, we created a new verbal identity. Using a communication house, we brought structure to brand, product and promotional messaging, each with its own tone and role.  This allowed us to shift consciously from storytelling to storyselling. The brand story and communication architecture provide a stage for products that deliver the true camping experience. 

Photography that brings the brand to life

To visually charge the brand, we organized a photoshoot focused on real camper life. Real people. Real moments.  Just as Thetford wants to be perceived: authentic, honest and approachable. The result is a versatile image library ready for use across campaigns, product launches and social media. 

A brand in motion

The collaboration between Thetford and GI has grown into an ongoing partnership. We continue to build on brand activation, internal embedding and international rollout.  From strategic guidance to creative execution, we make sure the brand not only stands but keeps moving.