The aim was a professional yet approachable appearance that allows for an international audience – paving the way to open from its core without forgetting about its heritage. But what is heritage? As the analysis showed, rather than any local entity, to moeller’s clients and team, it meant the warm, kind and easy-going spirit. Some of those interviewed even calling it “family,” it represented the basis of their long-standing relationships. Based on these findings, moeller was positioned as the companion guiding companies into emerging markets and allowing to unfold their full potential with effortless IP protection.
“IP unfolded,” the notion that – just like ideas – IP protection does not know any physical or mental borders, was translated into a visual identity as dynamic, warm and lively as its people. Vibrant colours, expressive imagery style and a flag system allowing an indefinite combination of colours and shapes – emphasizing the worldwide, boundless approach. The result is a brand inviting to open up from established industry standards and for new ideas, potentials, markets. The new appearance transports the company’s joyful personality as perceived by its team and clients. So far, the rebranding has helped not just the client, but also the team to understand itself as the global company it is today.