Brand Identity Relaunch
Case Study Cobiax
The old slogan “Cobiax. Lightweigth hollow slabs. ” only focuses on direct product benefits, which primarily addresses a single target group: The structural engineer, which rarely causes the final decision for a construction.
For non-insiders, lightness in buildings is not an obvious advantage (as opposed to aircraft, for example); The layman usually assumes that buildings are safer / “massive” the heavier they are.
In addition to reducing the weight of the blanket, the Cobiax technology offers another advantage: It allows larger spans of the ceilings with the same ceiling weight; i.e. there are fewer “pillars” to be planned in the building.
This aspect is interesting for the target groups of decision makers like architects, builders and construction companies.
Leaded by this new positioning, Lünstroth develops a slogan that promises exactly this overall benefit: “Cobiax. wide spaces “
Logo slimmed down
The logo used so far is quickly recognizable and easy to read. It does not, however, express the primary benefits of Cobiax technology: weight reduction and more elegant construction. Lünstroth has therefore developed a new logo, which however takes on an unique feature of the previously used logo to ensure a strong recognition – the typical extension of the X.
Cross-cultural brand design
Dual Logo: fits eastern and western branding cultures
For the means of communication Lünstroth develops a multinational use of the logo and brand typology. While the corporate logo in Asia is traditionally expected to be in the upper reaches of the communications media, the classic visual placement of the logo in Western countries has been learned at the bottom.
These internationally different logo placements are combined by the Lünstroth brand agency and develop a visual brand management with two possible logo placements, which can also be combined. The dual logo placement supports a quick build of confidence in the brand, since it is quickly gaining prominence, especially in “new” target groups, thanks to the two-fold view of the logo in different designs (positive to white and negative to Cobiax blue).
Reinforcement of brand value „security“
Strengthens the brand value “security”: Image-Video
Every new, revolutionary technology meets with skepticism: Why deviate from the proven? Is the new technology so much better? In case of Cobiax hollow core technologies, the key question is: Is the technology as safe as a solid ceiling? Lünstroth counteracts this skepticism by pointing out that hollow body technology has evolved over billions of years and has proven itself millions of times over, even in nature. Hollow bodies are an organic, superior principle.
Cobiax has not reinvented this principle, but perfected it for the development of modern construction methods. This gives the brand a historic home and users can be sure to rely on proven technology. For the sake of profitability, stability and sustainability.
Multinational new website
Even elaborate explanatory animations and film sequences load without latency – all content is available at lightning speed internationally. The brand design has been consistently implemented.