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.
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.
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.
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