Due to the numerous legal units and the high variety of brands, each with its own brand appearance, SCHALTBAU was not perceived as a “global supplier” with a large product portfolio. This problem needed to be addressed with a unified brand architecture and updated visual language. At the same time, a new corporate webpage was to be created as a means of communicating the diversity of the product portfolio and of the Group with all its associated companies.
In the first step, an “endorsed brand” scenario was defined for the company to be perceived as an integrated group by customers and partners. The names of the legal units were retained and their affiliation to SCHALTBAU was highlighted.
In order to emphasise SCHALTBAU’s high capacity for innovation as well as its character as a group, the company’s positioning has been sharpened and the focus has been shifted to research and development, progressive internationalisation as well as safety, comfort and efficiency in passenger and goods transportation.
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