While being the head of branding at FLSmidth, Tor Slotmann was one of the driving forces behind revitalizing the FLSmidth brand.

FLSmidth wanted to ingrain sustainability and innovation at the core of the brand. FLSmidth comes from a world of traditions and heavy equipment; it was necessary to adapt to a changing world where sustainability played an essential part. To succeed, the brand strategy and, ultimately, the brand identity had to be a vital tool in the whole change process that FLSmidth needed to start.