Path.Era
Six global giants. One unified brand. A new industry standard.
Six global giants — BASF, BMW, CATL, Henkel, Siemens, and Volkswagen — joined forces to launch the world's first industry-wide Digital Product Passport ecosystem. The goal? Build a unified brand that could carry the weight of cross-industry collaboration, speak the language of innovation and sustainability, and signal the beginning of a major shift in how products are tracked, verified, and trusted across Europe.
I led the full naming, branding, and go-to-market strategy, across eight markets and six powerful stakeholders. The brief was clear but complex: create a brand that feels future-forward but also credible enough to set a new industry standard.
The result was Path.Era — a name that captures both motion (Path) and ambition (Era). It's ownable, scalable, and built to lead.
We started by mapping out the full naming landscape — exploring territories ranging from technical precision to human-centered language. We then narrowed down to names that felt bold enough to break from the old ways of doing business: dynamic, modern, and deeply intentional.
From digital launch to print materials, we built a full 360° campaign tailored to our core audience: suppliers. Every asset — from landing pages to brand films — was designed to win hearts and shift mindsets, positioning Path.Era as the future of traceability and transformation in Europe.
More than just a name or a logo, Path.Era became a symbol. It stood for collaboration over competition. Progress over opacity. It gave six companies with very different DNA a common voice, and gave the industry a credible new flag to rally around.
