Brand relaunch for Extruder Experts – manufacturer and service provider for wear parts for twin-screw extruders

Together with Extruder Experts, we define the tasks for the relaunch. The company is to be made visible and tangible at every level and on every channel: as an expert and knowledge provider, a reliable and service-oriented provider, and an exciting and attractive employer.

In various strategy meetings, the positioning of Extruder Experts is sharpened and the company values are developed. Beforehand, we interview employees and customers and create personas in order to get to know the different target groups, examine their needs and define relevant channels.

Until now, customers and partners made little use of the website. That changed shortly after the new site went live: Extruder Experts now provides continuous news updates, products and services are explained in detail, and getting in touch quickly is the top priority. It has finally become a proper sales channel – user-friendly and responsive, of course.

The implementation takes place in a multi-week Scrum process with a team of strategists, copywriters, communication designers, back-end and front-end developers and project managers.

The guiding theme of the new brand presence is the “precision” with which Extruder Experts works. This theme and the associated notions of integrity, quality, knowledge and technology are reflected in the clear design.Alongside the logo, typography, colour concept, key visual and imagery, we also revise the corporate language and prove that a low-interest topic can become a high-interest one. A humorous, personal tone at eye level in the copy makes the competition's communication in the industry look dated by comparison – both visually and in content.

The proprietary house typeface TT Firs Neue forms the basis of the new wordmark. Targeted typographic modification picks up the rotation of the products and creates a distinctive mark.The English-language claim takes up the core brand values that were developed and underlines the company's international ambition.

The business stationery in the new Corporate Design allows Extruder Experts to present itself consistently, both internally and externally, and gives the company a modern appearance with high recognition value – across all touchpoints.

Customer service and personal consulting are best conveyed through imagery. Stock material from image databases is out of the question here – authenticity and a consistent style are the top priority. We therefore photograph Extruder Experts' employees, office situations, production processes and customer situations over several days. The reduced duplex style of the photos adds the finishing touch, so that they fit optimally into the overall appearance.

The screw elements, housings and shafts are to be shown in perspective, with consistent lighting and in proportion to one another – renderings are the perfect and most cost-effective solution for this. Video sequences can also be created from them quickly and easily.

What is the best way to make months of work – on the strategy, the design and the implementation – visible to all stakeholders? Here too, we support Extruder Experts, with both internal and external implementation and “roll-out” planning.

For the internal launch, we give a presentation on site at Extruder Experts over a joint breakfast, explaining the strategy and the derivation of the new design. To be ready to go straight away, the workforce receives a goodie bag containing the business media, an info flyer and small gifts. This is followed by the festive unveiling of the new company sign and the branded vehicle fleet over a glass of sparkling wine. A complete success!

Shortly after the website launch, Extruder Experts' customers and partners receive the info flyer on the new Corporate Design along with a personal letter. In the first few weeks alone, there is plenty of positive feedback.The number of applicants is also rising rapidly, thanks to advertising on the right channels and a convincing external presentation. One of the goals of the brand process – attracting employees – is achieved faster than expected.

For Extruder Experts, trade fairs are an important touchpoint for transferring know-how to customers and partners, and they also increase its reputation as “the expert” in the industry.In addition to the trade fair stand design, we therefore help with the selection of suitable clothing, accessories and giveaways in the new look.

As part of the brand relaunch, the company vehicles also receive a new design and are now ready to visit customers all over Germany.