Rebranding a world leader

New energy needed! See how W supported Demag in their rebranding journey.

Our Challenge

Every brand reaches a point in its life where it needs new energy. When crane and components manufacturer Demag came to W, they had a long and proud history of creating some of the world’s most innovative solutions for industrial and mobile cranes. Over the centuries, the brand had been split up into different segments, but the name was still well-known and respected within the industry.



The Solution

W launched a brand revitalization program, starting off with a Market Landscape Analysis capturing competitors’ strategies, customer behaviors and market trends & drivers. During a three-day workshop in Germany we worked intensely to prioritize key components of the brand, before developing the new brand communication platform.



Final Result

The new platform gave birth to a new brand vision, brand promise, tagline and core messages as well as verbal repositioning with a new tone of voice. We also created a complete visual overhaul, redefining and modernizing the brand visual identity to better represent what Demag stands for. We introduced a new headline font and redesigned layouts for ads, brochures, posters and presentations. We also introduced a new style for photography/retouching and introduced new graphical elements to create the new Demag signature look.


  • Market Landscape Analysis
  • Strategic workshop
  • Brand communication platform
  • Visual rebranding & tone of voice
  • Visual Identity Portal
  • Brand Playbook (online and printed)


Make it simple. Make it memorable. Make it inviting to look at.
Leo Burnett
Advertising executive


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