Cobiax is the technology leader in voided slab systems — but the brand did not communicate that. Lünstroth develops a complete repositioning and corporate identity that makes technological superiority visible.
Cobiax had developed a genuine technological innovation in the construction industry with its voided slab system: more resource-efficient, lighter, and more economical than conventional concrete slabs. The technology was convincing structural engineers worldwide — yet the brand appeared smaller than the company. No unified visual system, no precise positioning, no clear communication strategy. The result: growth potential remained untapped because the brand did not project the strength of the innovation it represented.
"The technology was always there. The brand needed to catch up."
Opening diagnosis of the project
Our Approach
Lünstroth began with a market and competitor analysis: how do competitors position themselves in the construction systems segment? Where does Cobiax's real differentiation strength lie — technically, economically, ecologically? On this basis, an extended positioning was developed that defines technological superiority, resource efficiency and international scalability as a shared brand core. The new corporate design was derived consistently from this: new logo, new colour palette, new design system — consistent across all touchpoints, from construction site to international trade fair.
The Result
A brand presence that matches Cobiax's actual market position. The extended positioning no longer describes the technology in structural terms alone, but economically and ecologically as well — making it legible to institutional property developers and planning offices, not only to structural engineers. The new design system is applied consistently across every touchpoint, from construction site to international trade fair.
The new brand film directly addresses target group reservations about innovative technologies.
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