Diebold Nixdorf

Expressing a brand in transformation.

The Problem

After 150 years of successfully operating as a hardware-focused company, global ATM manufacturer Diebold recognized the need to pivot. The shift to becoming a software- and services-led organization would position the company for success in a rapidly evolving and increasingly global financial industry.

The Solution

Diebold engaged OX to transform their brand to reflect this new positioning and solutions-first product offering. What started as a simple website redesign project evolved into a holistic rebranding effort designed to communicate a new day in the history of this global brand.


Quantitative & Qualitative Research
Mobile & Web Application Design
Content Strategy & Management
Brand Positioning
Identity & Voice
Guidelines & Governance
Online & Offline Marketing
Solution Architecture
Platform Integration
Enterprise Website


The Brand System

It started with creating a brand system that was distinct enough to uniquely position the brand in the marketplace yet flexible enough to scale across multiple regions and applications.


Global Print Advertising

The new Diebold brand communicated intelligence in the face of uncertainty while expressing an approachable and human brand character.


Site Redesign

Leveraging Sitecore, a leading enterprise web content management platform, OX built a fully responsive and adaptive digital experience for Diebold customers.


Global Launch Event

Supporting the new brand’s global launch event, OX shot, directed and produced a 60-minute video, filmed in seven different countries, on the potential impact of collaborative innovation. The film captured insights from Dr. Robert Wolcott of the Kellogg Innovation Network, Harley Manning of Forrester Research, members of the Diebold global leadership team, and various other industry luminaries in global finance and technology.

Contact Us

What problem are you trying to solve?

New Business Inquiries:
Matt Quinn
Director of Business Development
+1 312-815-9611

General Information:
+1 312-815-9610

125 S. Wacker Dr. STE 3000
Chicago, Illinois 60606