From a machine builder to a future maker of metalworking
Yellow-green colors and colorful imagery, great symbolism with plusses, circles and arrows, a tagline that states "Move the Standard" as our company's promise, and comparative language. This is the metamorphosis from a very rationally oriented machine world to a future brand with an emotional identity. What happened to make our customers say to us at the International Metalworking Exhibition AMB: "Your colors are awesome. You clearly stand out from all the others with the yellow-green" or "A different world among all machine builders"?
The transformation process of Schuster Maschinenbau started in February 2020 in cooperation with the Stuttgart-based advertising agency bilekjaeger, which stands for opening up new spaces of possibility and releasing unimaginable potential. From the strategy to the staging of the new identity, bilekjaeger planned and implemented everything in several stages. In brand workshops with our management and sales, they found out that we work with our customers to redefine the standards for each new individual solution - a good starting point for what we call a corporate purpose. Aligned with the megatrends, our target groups and their needs, "Move the Standard" becomes the new promise and guiding principle for the brand identity and a brand story.
A brand image that challenges the standards in mechanical engineering
To get this move going, all communication measures were trimmed to the new identity. In a rigorous consistency and a look that is so unique and courageous in the industry: from the image film, advertisements, brochures, website, social media, through smaller measures to the trade fair appearance, which took place for the first time without machines but instead was experienced via touch screens, which is also something special in the mechanical engineering industry.
Just recently, Jürgen Dommer took part in the agency's 6th Future Day in Stuttgart. The agenda of the event also included the presentation of successful campaigns. Among them was our new corporate design. "It takes courageous clients to break new ground. Those are our favorite," Susi Stadler, strategist at bilekjaeger and responsible for the development of the purpose, explained during the event. "And Jürgen Dommer and his team are clearly one of them."