Stiegelmeyer
Rebranding of the Polish branch of the company, one of the leading manufacturers of medical furniture in Europe
Brand name change Stolter to Stiegelmeyer and our role in it
The main goal of our work was to inform about the merger of Stolter (a Polish manufacturer with a long market tradition) with the Stiegelmeyer group. The new brand is one of the oldest manufacturers of medical furniture and hospital beds in Europe with over 100 years of tradition. Due to the change in the market situation, a decision was made to rebrand the brand in Poland.
Analytical Work and Research
Together with the Client, we conducted a series of workshops and research (of both Clients and Employees). Thanks to this, we received credible information on what message and what elements of brand communication to keep, and which ones we can easily change.
When working on changing a brand with such a history and power, we always try to read exactly what features the brand should keep after the changes. Therefore, the preparation process must always be preceded by credible market research.
Creative suggestions for changes
When designing KeyVisual (i.e. a set of unique graphic signals for the brand), we were obliged to use the visual assumptions of the Stiegelmeyer brand communication in Germany as widely as possible. We used a cool color scheme emphasizing the brand’s prestige and credibility. We warmed up the visually sparse elements with photos and recommendations from Patients using photos in which Stiegelmeyer medical furniture manufactured in Poland appears in the background.
The process of working with the brand was a 3-stage process:
Stage 1 – development of 2 creative lines based on the same assumptions and visual style of the parent brand
Stage 2 – creation of a line that is a compilation of the initial creative lines (according to the Client’s suggestions)
Stage 3 – minor changes in colors, method of presenting information (fine-tuning the details of the brand’s Key Visual)
Brandguide or guidelines for consistent brand communication
As part of the branding project, we developed a document called Brandguide, which was a guide to the assumptions of the brand’s identity and visual style. In principle, it organized the relations between the parent brand and the company in Poland and was a guide for other entities carrying out current marketing work for the company.
Implementation of changes, i.e. projects of materials related to communication of changes
We developed a package of information materials that the company used to communicate the change to all stakeholders, including product catalogues, change information leaflets, a design for information mailings (e-mail and “physical” i.e. post), press advertisements for specialist media and a complete set of materials for the digital campaign.
Company presentation
One of the elements of the work was also to develop the assumptions, information structure and graphic design of the company’s presentation, which was used in many business situations (including in sending offers, in press office communication, at trade fairs and in tenders). Our goal in the presentation was to present in a concise way the key advantages of the company and the factors that are to convince contractors to choose Stiegelmeyer as a trusted supplier.
Website design and mockup
In comprehensive rebranding processes, we also deal with branding the brand’s presence on the Internet – we design corporate and brand websites. In this case, we were asked to comprehensively design the website of the Polish branch, explaining the purpose of the changes and showing the advantages of the brand (in a coherent way with the entire rebranding concept). The implementation and technical support of the website was handled by our sister company eFresh.
Reference Letter
“…They implemented all conceptual assumptions, demonstrating professionalism. We consider her worth recommending for projects related to brand visual identification.” We are really pleased to hear such words.
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