Working amongst the largest global suppliers in the auto/commercial industry, Stoneridge faced a unique challenge after relocating its headquarters, hired a new executive team and embarked on a new strategy to re-invent the 50-year-old company. Quell applied its Unknot. Align. Market.® branding process and executed a leadership voice-of-customer analysis to define Stoneridge’s go-forward market position, align its market needs, build on its unique strengths, and situate Stoneridge as a flexible, problem-solving and innovative mobility leader. To position the new company, Quell created a distinct brand look and applied the newly defined brand cues across a refreshed website, tradeshow exhibits and marketing collateral.