Mindfulness Is Getting Attention.

Theben Brand Management.


What makes a family company tick whose founder already invented the timer in 1921? That still is one of today's leading developers of presence and motion detectors as well KNX building systems technology? What core values does it stand for? What promises does it make? What claims does it represent? And how does it present itself as a brand? What kind of history does this brand have? And how is it told? The Theben AG from Haigerloch repositioned itself – and relied in doing so on Schindler Parent.

Theben has a lot to offer: Strong products that help saving energy in and around buildings, and that increase living comfort. These are strengths in a time when energy efficiency is everything, but nobody wants to make sacrifices. Except, Theben has opted for a purely product-focused communication.

Value selling for a strong family business

We focused on the benefits. On the values that Theben represents, and the added value that Theben offers to its target audiences. We identified those in collaboration with the company's leading employees in a branding workshop that became the kick-off for the completely formulated corporate identity. Condensed and summarised in a brand values wheel.

Storytelling around the topic of sustainability

The central value of this brand DNA is mindfulness. The claim and promise is "Energy Saving Comfort" – the shortest connection between saving energy and preserving living comfort.

Design that focuses on the details

On this basis we developed the corporate design, chose the typography, defined the colour world, and conceived the imagery: The entire look & feel of the brand from the logo to the brochure, the web appearance, up until the trade fair booth and the packaging.     

The result is: More modern, more valuable, more emotional.

The change from product-oriented communication towards value-added communication was great for Theben: The company's appearance is more modern, more valuable, and more emotional. And not just on the outside, but also on the inside. The new appearance was well received by the customers at trade fairs. And also the big design competitions awarded it prizes: The IF Award 2014, the German Design award 2014, and the German brand award 2015. 

More information is available from:

Sebastian Schnell

Group Head Project Management
sebastian.schnell (at) schindlerparent.de