Beumer | Website Relaunch & Brand Strategy

Putting a Face to Digital Transformation—Brand Strategy and Website for BEUMER Group

When the BEUMER Group, a family-run industrial company in the field of intralogistics, approached us in 2018 to relaunch its website, it quickly became clear that the website was no longer appropriate for the company, which had grown internationally in the meantime. Information architecture, navigation and findability of the site were no longer up to date and were to be revised in addition to the general look & feel.

First impressions matter

The challenge in relaunching the website was the great diversity of industries covered by the BEUMER Group's services. The question at hand: How can users interested in a specific industry be guided quickly to their goal from the very first contact with the website? Our solution: After the relaunch of the website, visually and in terms of user guidance differentiated industry-specific sub-pages allow users to find their way around much more intuitively and to go directly to where they find the desired information.

The second key point was the website's contact module. 24/7 good customer support is an important premise of the BEUMER Group. Here we worked primarily on intuitive usability to enable direct contact with the most qualified person for each customer's needs.


UI to go – a basis for scalability

Since the BEUMER Group uses proprietary software solutions for industrial applications such as baggage handling systems and monitoring apps for mobile devices, a UI kit was also created as a standardisation for internal and external developers of applications of the BEUMER Group. A consistent user interface and familiar interactions across all touchpoints of the brand can thus be guaranteed.


Sharpening the brand

During the extensive strategy phase for the website relaunch, the need for further fundamental branding work became apparent. After the BEUMER Group had achieved a tremendous growth sprint, we then focused on sharpening the brand.

With our proven brand tools and methods and an extensive BrandBIOS™ workshop, we sharpened the brand values as well as the performance promise and developed a fundamental and trend-setting positioning, which we manifested as the BEUMER Brand Book. With this new brand tool, marketing instruments as well as external and internal communication instruments can now be realigned and adapted internationally.