When Arnold Glas approached us in 2016 about redesigning their company image, we had a hard time getting a clear sense of the company’s, and its subsidiaries’, structures. For that reason, our first task was to determine the company’s desired direction using a brand workshop. This allowed us to build a foundation for a unified image that could be conveyed through brochures, advertisements, company equipment and its website.
On the basis of what we learned in the workshop, our first strategic step was to separate the brand from the organisation’s structure. We transformed Arnold Glas into an ‘umbrella brand’ that presented a clear image to the outside world: all the way from the company’s letterheads down to each individual piece of advertising. In addition, we homogenised the design of all advertising materials used by the company and its subsidiaries in order to establish an unmistakable transmitter for the advertising messages through a rigorously designed image.
Using a survey of the target group and interviews with experts, we were able to crystallise concrete jumping-off points – especially while developing the new website – which then were directly incorporated into our value-selling approach. Precisely this was our main goal: We didn’t want to put the spotlight on the company or its products, but rather on the (added) value they provide to the customer.