| Conrad Electronic SE
2009 REBRAND 100 Winners > merit
Industry/Sector: Consumer Goods and Services
Enterprise Rebrand
Country Base: Germany
Below: Before Images, Rebrand Images, Summary
Summary:
Industry Setting - Both experts and hobbyists trust Conrad as a competent and reliable specialized retailer. The company was founded in Berlin in 1923 and offers a particularly broad range of products, making it a competitor to home electronics chains, home improvement (DIY) centers, highly specialized mail-order companies and industrial suppliers alike.
Challenge - Conrad aims to stand out clearly from these competitors with a new brand look. Especially in the private segment the company aims to address a broader target audience than before without losing its existing B2C and B2B customers.
Strategy - Based on the brand identity the two companies defined together, MetaDesign created a brand world that allows Conrad to be experienced in all media as an uncomplicated, energetic technology expert. The core brand idea, Powerhouse Technology, is the basis for marketing and communication.
Result - MetaDesign developed a brand look that is highly memorable in all media, whether on the internet, in a shop or in the catalog. Conrad's new brand world, consisting of a striking color environment, identity-giving design forms, characteristic typography and distinctive illustrations, communicates clearly: Conrad and technology belong together. Numerous measures have been taken to convey the new brand world to the entire company. For example, MetaDesign developed a concept for employee training, created a brand pocket guide and supported the introduction of the new brand to sales partners. MetaDesign also developed practical to-dos to help various departments of the company, for example purchasing, product management, marketing or human resources learn to use the new brand.
Credits:
Client: Conrad Electronic SE - www.conrad.de
Brand Strategists/Designers: MetaDesign AG - www.metadesign.de
Chief Design Officer: Uli Mayer-Johanssen
Creative Director: Heike Albig
Brand Innovations Director: Angela Knewitz
Account Director: Rico Zocher
Design Director: Luca Iaconelli
Senior Designer: Sebastian Braun
Senior Brand Consultant: George Demjén
Designer: Moritz Schimpf
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