Beyond digitalization. Brand Relaunch STEINEL.
STEINEL, brand leader and technological pioneer in the fields of sensor lights, sensors and heat tools. We have been supporting the company as a branding and creative agency for eight years. The results achieved in partnership have been impressive, and the trust we have built up over that time has been invaluable. That said, the biggest challenge was ensuring the company was fit to face the future not just on the technological front, but also in terms of its brand strategy. The task was to conceive and implement a new, powerful and self-confident identity.
Hidden amid the patents and the understatement of eastern Westphalia, there was treasure to be unearthed. The company can point to a long history of innovations, some of which have given rise to wholly new product categories. All employees are continually working on new ideas: new technologies, new designs and new solutions. STEINEL is a company of and for inventors.
We chose to highlight this aspect: STEINEL – the inventors’ company. This positioning is a critical step forward in establishing a basis for a contemporary business that operates as a platform, along the lines of a campus. The focus is no longer solely on products, but now encompasses evolving ideas and solutions.
The branding strategy was followed up with the development of a fresh corporate design, complete with new logo. At the same time, a new communication strategy heralded a U‑turn: out with conventional product promotion, in with personal stories and content. Leads became the currency behind a successful dialogue strategy focused on target groups.
WERBEWELT is responsible for the following communication areas of the company:
Brand consulting, corporate design, campaign creation, online concept and frontend development, UX design, e‑shop planning and design, B2B and B2C public relations, packaging and PoS, and 3D communication (including trade fair concept and design).
hours booked for the relaunch
Reaffirmed as lead agency after 9 years
employees in relaunch team
key trade fair cancelled due to the coronavirus situation