DEHN – Brand relaunch after 111 years
The Challenge: The repositioning of a 111 year old brand. DEHN has grown from a small family business into an innovative company renowned internationally. How does the DEHN brand become a versatile, relevant tool for the digital age?
Focus – reduction – orchestration
We wanted to develop useful and usable tools for day-to-day branding, marketing, and sales operations. We needed to involve the staff in this process so that the result would look good on the screen and fit like a glove for the daily users of these tools. Our goal was to develop a modern visual identity that would be the logical development of the existing brand identity.
Brand as a daily tool
A simple brand platform with coherent content and a visual appearance that allows for rapid scaling and internationalisation as a centrally accessible construction kit.
We call this Brandfeed – the practical online platform that provides all participants internally and externally with the appropriate assets, templates and processes. In this way, brand becomes a useful, daily tool. And with the right rituals, it is constantly updated.
Living brand
A high level of acceptance and an actively used brand identity aligned with the market reality – not a design case for the ivory tower. Modern, dynamic, recognisable, and practicable. That's DEHN.
The one brand platform
Brand development, visual brand design, DEHN Digital Brand Framework and DEHN Brandfeed in one digital brand platform – that is the DEHN philosophy made visible. The new brand platform combines everything that makes DEHN special: a likeable, positive and progressive attitude, dynamic and recognisable. And yet conscious of its tradition.
» It is not easy to preserve the active culture of a mature brand that has emerged from more than a hundred years of history and at the same time enable it to find its way into the next 100 years. With DEHN, we have made exactly this grow into reality. «
Florian BreiterManaging Directordigital products, brand & marketing, Düsseldorf+49 (0)211 86701 20
