Putting a Face to Digital Transformation—Brand Strategy and Website for BEUMER Group
In 2018, BEUMER Group commissioned us to relaunch its website. The web presence of the family-run manufacturer of intralogistics systems was both outdated and no longer in keeping with the company, which had since grown globally. Therefore, in addition to information architecture, navigation and locating the site, the general look and feel also required an overhaul.
The First Impression Counts
When relaunching the website, we were challenged to integrate the vast industry diversity of the BEUMER Group into the website. How could users interested in a specific industry be guided to their desired contents quickly and smoothly? For this purpose, we created industry-specific subpages that stand out from each other through their visual appearance and user guidance. With a clear structure, users can easily navigate through these pages and get right to the information they need.
The contact module of the website was also important. The BEUMER Group is known for its reliable customer support, which operates around the clock. In this regard, we worked primarily on intuitive usability in order to enable the customer to connect directly with the person who is best suited to his or her needs.
UI to Go—the Basis for Scalability
BEUMER Group also uses custom software solutions for industrial applications such as luggage handling systems and monitoring apps for mobile devices. With this in mind, we developed a UI kit for internal and external developers of BEUMER Group applications. The elements designed in the kit not only ensure a consistent user interface but also familiar interactions across all brand touch points.
Enhancing the Brand Profile
During the strategy phase for the website relaunch, it became clear that we would also have to sharpen the basic brand in view of the strong growth of the BEUMER GROUP.
To this end, we used our trusted brand tools and methods in a comprehensive BrandBIOS™ workshop to define not only the brand values but also the value proposition, and developed a fundamental and trend-setting positioning, which we documented in the BEUMER Brand Book. With this new brand tool, the BEUMER GROUP can now realign and adapt its marketing, as well as external and internal communication tools to international needs at any time.