Evolutionary corporate design development through a strategic design process
Customer Challenge
When a company´s self-image no longer aligns with its visual identity, it´s time to update the latter — sometimes fundamentally. This was the case for Fresenius Kabi.
Fresenius Kabi is dedicated to improving people´s quality life: caring for life. With outstanding production capabilities, unique access to distribution channels, and close relationships with costumers, Fresenius Kabi strives to continuous innovation. For us, this is the giuding principe.
Solution
Fresenius Kabi had the requirement to relaunch its global website. The company wanted to use this step as an opportunity to significantly advance its external image. The basis for this was a newly developed corporate vision and strategy. With the new website, the aim was effectively to introduce a new brand, but without having to go through a full repositioning process with brand identity development.
Insight & Impact
At the outset, we organised a compact brand workshop with all project stakeholders. To prepare, we carried out a thorough analysis of the company's strategic materials, drew conclusions, challenged open questions, and developed target scenarios for the range of changes the new website was meant to achieve in terms of brand perception. The aim was not only to make the brand appear more future-focused externally, but also to harness that impetus internally – to engage and motivate employees (and of course to attract potential talent as well). On this basis, we evolved Fresenius Kabi’s existing corporate design.
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Sigmund Perner
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