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 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.