Total Rebranding of a Corporation
hGears
A New Global Group
Herzog GmbH and miniGears SpA, acquired by the international investment fund FINATEM, join together in order to create a global leader in the production of gears and components.
The new Brand needed a new identity - to be repositioned on the worldwide market - and a support to the transition for the employees located in Italy, Germany and China.
Analysis
Market and competitor’s evaluation led us to think of a unique identity, different from all other
global players.
Identity
The Big Idea is the ensamble of two basic concepts: italian passion and german precision.
Development
Name, Logo, Pictogram, Payoff, the corporate video and the website are focused on enhancing the quality of engineering.
Transition
The transition process has been supported with a set of actions and events that involved the employees, clients, prospects, finantial institutions, press and suppliers.
Creative Concept
The concept is simple:
Gears are the heart of customer’s performance.
The main idea is to pull together 2 key elements:
A new Logo & Payoff
The study of the pictogram led us to avoid the use of the gear wheel (symbol widely used by competitors), in favor of the concept of cutting.
The letters " h " and " g " are derived from similar forms in volumes and curves.
The choice of colors is far from the traditional colors of the area (shades of blue)
Digital Presence
- 4 languages
- multiuser management
- different access permissions
- candidates management in 3 countries
- dynamic catalogue
Key Concept
hGears’ advanced engineering is the main concept we focused on.
Unlike competitors, which use library images or photos, we designed every market application by hand, showing the taylor made approach of the company on the engineering side.
EXTERNAL PROCESS
Stakeholders
and shareholders
Transition management
Target segmentation
Tools setup
Delivery of different messages to different target
Leading Change
INTERNAL PROCESS
Company population
Board members
Transition announce
Phase 1
Upcoming new identity
Upcoming event
Phase 2
Being a Group
Event details
Save the date
Phase 3
Reminder
Transition management
Events
Italy, Germany, China
Speeches support
Communication materials
Copy
Tech support
Transition support
Video Production
The production of a corporate video has been a strong element for the whole communication. Shot in Italy, Germany and China, it shows the real capability of the Group in terms of technical means, skills and people.
2
CONTINENTS
19860
KM TRAVELED
3
COUNTRIES
Via Soperga, 10
20127 Milano
+39 02 78627760