Europes biggest telco wanted to identify emerging trends at the intersection of art and technology. We conduct seminars, a podcast, and a publication exploring weak signals in art and tech.
Schmitt + Sohn, a sixth-generation family-owned enterprise known for manufacturing and maintaining high-quality elevators across Europe, sought to modernize its brand to reflect the digital age. The goal was to update the company’s logo and corporate design, develop a strategic framework based on qualitative target group research, and establish a new internal communications department.
Challenges
Balancing Heritage and Modernity
Updating the brand’s visual identity to embrace digital opportunities while preserving its rich legacy.
Strategic Framework Development
Creating a clear and concise content and channel strategy that resonates with contemporary digital communication standards.
Internal Communication Overhaul
Establishing and staffing a new internal communications department to facilitate the digital transformation.
Target Audience Understanding
Conducting qualitative target group research to inform persona development and strategic decisions.
Approach
Logo and Corporate Design Update
The first step was to refresh the logo and corporate design. This involved a careful blend of modern digital aesthetics with elements that honor the company’s storied past, ensuring the new look appeals to both traditional and contemporary audiences.
Strategic Framework Development
- Qualitative Target Group Research: Conducted in-depth research to understand the needs, preferences, and behaviors of Schmitt + Sohn’s target audience. This research informed the development of detailed personas, representing different segments of the customer base.
- Content Strategy: Developed a content strategy that outlined the type of content to be created, focusing on engaging and informative material that highlights the company’s expertise and heritage while appealing to a modern audience.
- Channel Strategy: Identified the most effective digital channels for reaching target audiences, including social media, email marketing, and the company’s website. This strategy ensured consistent and targeted communication across all platforms.
Internal Communications Department Implementation
- Organizational Development: Designed the structure of the new internal communications department, outlining roles and responsibilities.
- Staffing: Recruited skilled professionals with expertise in digital communication to staff the department. Training programs were also implemented to ensure the team was well-versed in the latest digital communication tools and strategies.
Solutions
Strategic Framework
- Persona Development: Detailed personas helped tailor content and messaging to meet the specific needs and preferences of different audience segments.
- Content and Channel Strategy: The new content and channel strategy ensured that Schmitt + Sohn’s digital communications were engaging, relevant, and consistent across all platforms.
Internal Communications Department
The new department facilitated effective internal and external communication, enhancing the company’s ability to engage with its audience in the digital realm. This included regular updates, social media engagement, and enhanced recruitment activities.
Outcome
The digital transformation of Schmitt + Sohn resulted in a revitalized brand that remains true to its legacy while embracing the opportunities of the digital age. The new logo and corporate design received positive feedback from both long-standing and new customers. The strategic framework, supported by thorough target group research, ensured that the company’s communications were effective and resonated with the audience. The establishment of a dedicated internal communications department enhanced the company’s ability to maintain strong, consistent communication both internally and externally. This comprehensive approach positioned Schmitt + Sohn for continued success in the digital era.