Uponor North America is the country’s leader in commercial and residential plumbing and radiant heating solutions. While the company had done a great job of defining the “What” and the “How” of its business, there was zero communication of Uponor’s “Why.” The result? A culture that had lost its once-signature contagious enthusiasm, a lack of clarity as to where the company was headed, and an innovation pipeline blocked by a lack of breakthrough thinking. Using brand anthropology, we came to discover a common theme. All stakeholders – internally and externally – spoke about a dedication to advancing and improving lives. By building our creative platform on this shared passion for progress, we reignited Uponor’s culture, inspired a next wave of innovation, and changed the direction of Uponor’s brand globally.