Brand consulting that drives your transformation
Holistic Transformation for a SME.
Oventrop is one of the leading European manufacturers of modular solutions for efficient heating and cooling and clean drinking water – nearly one in two households has a thermostat on their radiators from this family company. Oventrop has its roots in Germany’s Sauerland region with more than 1,000 employees – and it has to deal with the challenges that are transforming the global plumbing, heating and air-conditioning sector: digitalisation and electrification.
Even as competitors are professionalising their brand management, digitalisation and electrification are starting to transform the plumbing, heating and air-conditioning market. Companies are being required to do more, and the demand for greater comfort, convenience, support and simplicity is coming from customers, fitters, plumbers and planners alike. Oventrop has to react and reinvigorate its company’s strong roots so that its brand can set the company's products apart. Oventrop has been working with gmk Markenberatung since 2019 to do just that: together they have developed the guiding principle “Intelligent modularity” and defined a brand positioning that will serve as the strategic foundation for the holistic transformation of this Mittelstandcompany.
The new corporate design: expressive, modular, mobile.
Over the course of two fast-paced years, the new corporate design was holistically developed and implemented on every level with the support of some well known firms – the design agency Version 1, product design agency Phoenix Design, and sound design agency comevis. Strong brand codes create a uniform visual language that is imbued with significance.
Oventrop now sticks out from the crowd with a clear and contemporary design that suits its industry and sets it apart from the crowd. The heart of the communications – the corporate website – is being relaunched. This includes the product catalogue and content pertaining to Oventrop’s areas of expertise. Be it the app, online campaigns, trade fair stands or advertisements in trade media – the new design is being brought to life and made visible across all areas of application. Oventrop also held a photo shoot at their plant and in their offices to facilitate the holistic implementation of their new imagery. Some visible changes have been made at the company's headquarters that are very important for customers, partners and employees: the flags, vehicle fleet, and other elements all bear the new branding.
MOTION DESIGN: BRAND CODES IN MOTION
With its circular motion, the new super sign evokes the control function in household technology – much like turning a thermostat or adjusting a valve. A user’s primary interaction with Oventrop’s solutions, in other words. The logo and the super sign are set in motion through motion design.
SOUND DESIGN: THE SOUND OF OVENTROP.
The central theme of ‘control’ is incorporated in the company’s slogan: ‘Wir regeln das. Seit 1851.’ From now on, a carefully conceived corporate language will give the company its own standard voice that is instantly recognisable. Taken together, Oventrop now sounds just the way it has always felt: down to earth, professional, and personal. In addition, an unmistakable sonic branding was developed in collaboration with comevis that can now be heard in various places, including product videos.
We are accompanying the transformation of Oventrop
In the time since Oventrop came knocking on gmk Markenberatung’s door in 2018, the Sauerland company has become one of our biggest clients. We are proud to have been entrusted with such a wide-ranging role in accompanying the company right from the very start of its transformation process.
Oventrop won the German Brand Award 2021 in three categories for this comprehensive rebranding:
- »Best of Best« for Oventrop in the category ‘Excellence in Brand Strategy and Creation – Brand Revival of the Year
- »Gold« for Oventrop in the category ‘Excellent Brands – Heating & Bathroom
- »Winner« for Oventrop in the category ‘Excellence in Brand Strategy and Creation - Brand Strategy