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Copy writing

The difference between the almost right word and the right word is really a large matter.

It’s the difference between the lightning bug and the lightning.

Mark Twain

Pictures are inspiring. Texts convince.

In times of digitization, text is one of the most important pillars of any communication: Machines read images schematically and put them in categories; the copy, however, is recorded and categorized 1:1.

If the text does not hit the mind very quickly and well, not only the machine turns away, but also the human.

Text therefore plays an important role at Lünstroth.

In a time of visual abundance, it is the text that’s convincing or bores the viewer.

Employer Branding

VideoClips for Web and Social Media

Now inhouse: Video Production

It’s a big challenge to produce videos for a narrow target group (BtoB) in high quality and at low costs. In the past Luenstroth developed storyboards and scripts and directed the takes at the sets. But only in rare cases production costs allowed development of videos for smaller target groups (like potentials in the HR sector). But: Videos has the highest activation level of all media formats.

To reduce the overall costs Luenstroth has integrated production capabilities within inhouse workflows: Concept and scripts are brand guided but concentrate on assets which are really needed for success within the specific target groups. A combination which cost oriented video studios can’t offer.



Business to Consumer

For 30 years pally with the consumer

Lünstroth develops promotional campaigns to communicate defined messages. This can be new products or product ranges, tariffs, price changes or new business.

In line with the leitmotif “everything from one source”, the campaigns are media-neutral: the measures are designed to optimize price / performance ratios. So you answer the question: how can I convey a message with maximum impact to a defined target group at the lowest possible cost?

In the example, a daily newspaper campaign for Volksbank Lippstadt is shown. The occasion is the reopening of the headquarters, an impressive new building which conveys the openness and transparency of the Volksbank.

The current event is embedded in a whole bunch of Volksbank advantages, which reach the target groups in wide-ranging daily newspaper advertisements.

Design: Brand, Corporate, Package, Web


Design: Brand, Corporate, Package, Web


Lünstroth develops design solutions as a functional component: the design has to tell the story. The fact that it has to look good is a compelling requirement, because only convincing design gives the decisive emotional impulse.

Design emerges at different stages of the development process: in a first workshop and concept phase as concept studies (for example in the optimization of the brand architecture of company brands or in the development of new product ranges) and as a final design for implementation.

Concept study design for a gourmet assortment for food retailers

Lünstroth is at home in a variety of industries and develops designer solutions for delicatessens and confectionery products, technologies, financial companies and public-sector companies and associations.

In the concept phase, the Lünstroth designers generally choose a cross-technology approach: man perceives the design primarily.

Package Design

Lünstroth develops package designs for various applications. In highly competitive shelves of food retailers, it is important that products prevail over other designs with their facing.

In some cases, it is MeToos, which have to signal their product properties through form and color selection.

As a holistic company, Lünstroth already integrates the interests of the sales agents and the manufacturer into the concepts during the design process: surface area productivity of packages and cost-effective production at high speed in sales and optimized logistics for shelf assembly are the guarantee for sustainable success in this competitive market.

Corporate Design

It’s more than just corporate design. It’s about all the characteristics of a company that is used for marking and delineation.

And in order to distinguish itself from other companies in the competition, nowadays it is more than just an aesthetic corporate design. A cultural identity must be developed and enhanced. Therefore, this process is not only accompanied by designers, but also by strategists, especially if the identity of the company is to serve as a motivation tool for (global) growth.

For this reason, Lünstroth not only focuses on optimizing and adapting design elements, but also on the company positioning in the competition. Only in this way it is possible to develop a USP which is as distinct as possible.

However, this is not only applicable to products and services, but also to the company as an umbrella brand, the position as an employer and the delimitation of competitors.

Through the commitment to the cultural identity and thus the company values, a positive story of the company, including its brand(s), is created and therefore a brand myth in the best sense.

Since the perceptions of market actors have changed, this story is crucial when it comes to addressing the target group and delineating competitors.

Lünstroth can also rely on several years of experience in this area and offers a sustainable, success-oriented solution for every problem.

Brand Design

Brand design at Lünstroth is a complex process that includes not only the design, but also the content of the brand.

This can be an extension of a corporate identity approach when it comes to strengthening a corporate brand, but also the relaunch of a self-brand which, in contrast to the industrial brands, no longer develops enough force.

In any case, it is a process that involves not only the analysis of the competition and the competition environment, but also the development of a very special attitude, which clearly and positively highlights the brand in the competition field.


Brand Development

Brand Development


Lünstroth develops brands, trademarks and naming systems for more than 20 years.

For more than 20 years, Lünstroth has been developing Namings, company and product brands. The extensive knowledge of international brand law, the understanding of the brand’s positive association, and the optimal fit in the existing brand architecture of a company are of great advantage.

Good brand development is more important than ever before. In contrast to product names from numbers and character sequences, which are often found in the automotive and supplier sector, product names with an emotional touch can significantly improve the competitive position.

Lünstroth develops brand names that fit into the brand architecture and either develop their own brand power or logically subordinate the umbrella brand as a purely technical description.

In addition, Lünstroth has further developed technology brands, so the corresponding product ranges stand out clearly from the competition. Furthermore, international trademark protection prevents brand piracy.

The design of the logo is initially irrelevant for the protection of the (stronger) word mark. However, the word style is relevant here.

In order to make it easier for decision-makers to choose between different alternatives, it may be useful to design the market candidates at an early stage.


Trademarks & Private Labels

The agency also develops home brands and complex private-label worlds for retailers. Lünstroth is not limited to the simple development of the brand, but rather the rational and emotional world around the brand and its promise.

The development of brand names is particularly important when the brand is not placed in the lower price segment, but in the middle price segment and above all in the premium price segment. It is precisely in this area that it is difficult for trademarks to stand up against the classic brands.

Lünstroth develops brand worlds, which stay in competition with “classic” brands and are strong enough to face them.

Workshops | Seminars


Workshops are an integral part of the Lünstroth service offer. They have two main focuses:

  1. They serve the development of new strategies and strategic objectives. Then there are workshops on the management level, for example to develop a new positioning, to find a new brand architecture or to coordinate corporate branding issues.
  2. They make the employees fit for the implementation of the adopted guidelines in branding and corporate identity / corporate design.

Strategy workshops are always coordinated with the respective situation of the company. The contents are therefore as different as the results.

Employee workshops usually contain overlapping content, which in turn is adapted to the specific positioning of the company.

The general contents of these workshops for employees are briefly outlined below.

Employee Workshops

Corporate Branding Workshop

Corporate Branding and Corporate Identity

In the dealings with employees of large companies, the equality of corporate branding, corporate identity and corporate design is always reflected.

This workshop clarifies the references from corporate identity to corporate design and the company’s self-image and shows the differences between formal corporate design, a lively corporate identity and the goal projection, corporate branding as an essential driver instrument of entrepreneurial success.

  • Where does corporate identity and corporate design begin?
  • What do the logo and claim say about corporate identity and what is their relationship to corporate branding?
  • What about external target groups? What does this mean for social media and exhibition appearances?

Corporate Design Workshop

Corporate Design 4.0

The use of corporate design guidelines in classic areas (print) is easy for employees.

The new communication channels now offer multisensory possibilities, which some companies are still insufficiently prepared for. And it is these new opportunities that can make the difference between a corporate brand and a conservative company. Which screens are used for the video material? Where is the Audiologo used? Where does the animation of elements make sense, where would it be just gimmicking? Which spokesperson type is ideal for the corporate image?

The Lünstroth consultants provide answers to these questions and thus secure the company’s lead in the multisensory sector.

Markenrecht Produktmarken

Trademark and competition law

Again and again, in the commercial practice or in the development of product names, there are collisions with registered trademarks, either from competitors or other suppliers in remote areas who want to protect their brands.

The costs of these legal disputes can be high and the risk of mark collisions increases greatly due to the use of all channels. The Lünstroth consultants therefore point to the dangers of easy product naming, but also of anti-competitive advertising and communication in the online and offline area.


Brand architecture

This workshop explains the use of complex brand architectures. The understanding of brand architecture is particularly important as a result of acquisitions and joint venture constellations.

The employees develop an understanding of the various areas of competence and target groups.

  • Corporate Brand, Corporate Identity, Division Identity und Division Branding: common values versus strengths
  • Between House of Brands und Branded House: Why is the brand architecture of the company as built as it is?
  • When and at which point or with which advertising media, which content is communicated with which corporate design elements?

Digital Transformation Workshop

Industry 4.0 and the importance for advertising and communication

The upheaval of the industrial landscape and the resulting transformation processes are not confined to production. The upheaval in marketing, advertising and communication has only started much earlier and he is picking up speed.

How can collected data be comprehensibly summarized and used? What software solutions are offered and how does the employee handle them efficiently? How does it secure the lead over the competitor?

The Lünstroth consultants show best practice examples and develop precise strategies for the rapid implementation of new solutions.


Networking for Corporate Brands

Many employees consider networking platforms such as Xing and LinkedIn as a private thing, which in the best case can also serve as a career portal. This is a challenge for companies because the same platforms are also ideal for representing their own company in the sense of employer branding.

The workshop will show how employees and companies effectively use these portals to strengthen corporate branding, thus developing a pull-in for recruiting.


Are your employees fit for their role as brand ambassadors?

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