INSPIRE. INVENT. CONNECT.
Winner
Excellence in Brand Strategy and Creation
Brand Strategy – B2B
Details
Founded in 1925, family-owned Wemhöner – manufacturer of machinery and plant systems for the refinement of wood-based materials – initiated a strategic repositioning by replacing the former claim “Technology Beyond Surfaces.” With “INSPIRE. INVENT. CONNECT.” and the promise “For a strong connection,” a clear brand architecture was established. The octopus as a guiding motif visualizes intelligent connectivity between processes, systems and people. The 360° rollout across corporate design, website, trade fairs and employer branding strengthens international B2B brand leadership.
The Jury‘s Statement
In a market that often communicates through technology rather than brand logic, Wemhöner gives its positioning a clear structure. "INSPIRE. INVENT. CONNECT." organises expertise, impetus and connectivity into a robust strategic system. With the octopus, the brand finds an image that conveys complex relationships between processes, systems and people in an understandable way. The rollout across corporate design, website, trade fair and employer branding anchors this repositioning at the relevant touchpoints of international B2B business.
