The Context
Sustainability has become a clear expectation across industries, with companies under pressure to deliver profitable growth while using resources more efficiently. In the IT sector, a key shift is moving from owning equipment to offering it as a service, at the same time as e-waste is rising globally and supply chains are under strain.
Foxway operates across several European markets and serves many large organisations, including a significant share of Norway’s biggest corporate groups. Having grown through mergers and acquisitions, the company also needed messaging that could unite people internally and work consistently across markets.
The Challenge
In 2021, Foxway asked Iteo for help to communicate what truly sets the company apart in a market where IT resellers often appear similar. The goal was to show in a credible way, without greenwashing, that sustainability is built into Foxway’s way of doing business. The messaging also had to be clear, factual, scalable across languages, and strong enough to engage decision-makers despite low brand awareness.
The Solution
Iteo and Foxway developed a new messaging platform based on thorough research and workshops with leadership and sustainability experts from the Nordics and the Baltics. The core idea was to make Foxway’s circular business model the hero: unlike competitors who focus on selling either new or used devices, Foxway manages equipment throughout its full lifecycle, by taking it back, repairing and upgrading it, redeploying it within the same organisation, and later preparing it for new users such as schools and municipalities.
To ensure credibility, the messaging was built around claims that could be documented and explained clearly. The platform was created in English first, then adapted for other languages. Iteo also supported website copy and provided advice on how to present the messaging clearly through structure and visuals.
The Results
Foxway received a clear, scalable messaging platform that made its difference easy to understand, namely sustainability as a practical outcome of a circular model, not a separate promise.
Internally, the response was strongly positive, and leaders and commercial teams began using the messaging quickly because it was easy to adapt for different audiences. Externally, the platform helped create curiosity and open conversations with decision-makers. That made it easier for Foxway to explain how it stands out in a crowded market and to communicate sustainability in a more objective, evidence-led way.
