In February, 2015, WindowMaster’s present owner and CEO, Erik Boyter, acquired all shares in the company, which was formerly part of VKR Holding as its ventilation and indoor climate business line.
The purchase meant a new beginning for WindowMaster; new ambitions and new targets. Spurred by the change in ownership and style, WindowMaster has in recent years undergone a significant transformation on all levels throughout the company, which has ultimately resulted in a new identity that encapsulates what the company wants to achieve: To deliver fresh air to people in a manner that does not compromise the environment. We simply believe that fresh air will breed fresh people.
Fresh Air. Fresh People. is the manifestation of a long process involving the management team, employees and external experts who, in a joint pursue, have analyzed how the WindowMaster brand is regarded in the market today, what values are associated with the brand and the distinctiveness of the brand.
Based on the findings we created Fresh Air. Fresh People. It is a new identity that aligns how we are perceived with what we want to achieve. Our new brand, including the new visual identity, is an ‘agile’ version of its former self. The agility mirrors our ambition to generate growth and invest in R&D to stay at the very front of innovation within cleantech and sustainable natural ventilation technology. The agile profile further leaves room and resources for a strengthened corporate social responsibility and investment in corporate citizenship efforts.
Fresh Air. Fresh People. is founded on the notion that fresh air is something that every man, woman and child understands. It is a built-in mechanism in the human body, and going outside or opening a window to let in some fresh air will habitually generate positive associations of reduced headache, cleansed lungs and improved concentration; effects that some of which have also been backed up by scientific studies. If we work with fresh air as a promise to our surroundings, our business operations will also be relatable to our stakeholders.
In WindowMaster, we acknowledge that each market presents its own unique challenges and opportunities. However, despite the varying levels of awareness across borders, it is a fact that natural ventilation is gradually evolving into an essential aspect of buildings all over the world. WindowMaster wants to thrive on this to ensure growth and to deliver solutions that will foster a healthy and sustainable society, environment and economy, which we believe are fundamental to long-term value creation.
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