Wenn Haltung sichtbar wird
Winner
Excellent Brands
Industry, Machines and Engineering
Credits
Company / Customer
Details
Göhler has long been quiet – deliberate, down-to-earth, reserved. Strong in business as an employer, but hardly visible in communication. This is set to change on the company's 75th anniversary: a new chapter is beginning – with a greater sense of unity, a sharper employer brand, greater visibility and a design that reflects our attitude. The time is ripe. Because Generations Y and Z are demanding new values – meaning, flexibility, genuine culture. Digitalisation, skills shortages and demographic change are increasing the pressure to attract talent. A greater presence in the region should help.
The Jury‘s Statement
Where technical expertise is often communicated in a sober and interchangeable way, Göhler uses "Wenn Haltung sichtbar wird" ("When attitude becomes visible") to pursue a precise evolution of its own brand. Rather than opting for a radical new beginning, the project reinforces heritage and present-day relevance alike: through a sharpened visual identity, a clearer tone of voice and communication that also provides orientation as an employer brand. Across digital channels, print and trade fair applications, it creates a consistent presence that conveys both proximity and technical credibility in a plausible way.
