Stuttgart, May 4, 2023 – Creating a unique brand identity—that’s exactly what follow red, the Stuttgart-based brand communication agency, has achieved with remarkable success through the new corporate identity it developed for Bertrandt. For the rebranding of the engineering services provider from Ehningen, follow red—in collaboration with the company—has therefore been nominated for the German Brand Award from the German Brand Institute in the categories “Excellent Brands – Industry, Machines & Engineering” and “Excellent Brands – Corporate Brand of the Year.” The awards ceremony will take place on June 15.
A clear focus on a sense of unity and the company’s unique technological achievements: With a newly developed brand identity and its implementation in communications, the Stuttgart-based brand communication agency follow red has once again instilled new confidence and charisma in the engineering services provider Bertrandt from Ehningen. The German Brand Institute has nominated the company for the German Brand Award in the categories “Excellent Brands – Industry, Machines & Engineering” and “Excellent Brands – Corporate Brand of the Year.”
The new brand identity was preceded by a rebranding process that lasted about a year. Through numerous workshops with the Executive Board, diverse stakeholder groups, senior management, and the marketing team, follow red thoroughly examined Bertrandt’s self-image and also analyzed the market, competition, target audiences, and trends. Based on this, the brand experts developed a brand identity and a corporate and employer brand story. The newly defined brand promise is: “Through our engineering expertise, we accelerate technological progress and make a meaningful contribution to a sustainable future.”
The goal of the communications campaign is to convey Bertrandt’s sense of unity from within the company to the outside world. We have incorporated this idea into the messages we’ve crafted, the warm and modern visual style, and the spotlight we’ve placed on the people who make the company and its achievements unique.
Sam Heintz, Head of Creation at follow red
In line with its comprehensive service portfolio, the brand communication agency consistently implemented the brand identities across design, communication, and the digital space. To this end, Bertrandt’s entire brand communication was revised, expanded, and supplemented with new channels. All media for internal and external use—as well as digital and analog formats—were adapted accordingly. In addition, follow red captured the “Bertrandt Way” in a comprehensive content campaign centered on employees. The highlight was the new image film created for the brand relaunch.
“We are particularly pleased about these nominations because they show that we have achieved one of our goals: to spread enthusiasm for Bertrandt to the outside world and increase our visibility as a B2B company,” says Matthias Bienert, Head of Corporate Marketing and Corporate Communications at Bertrandt. On June 15, the winners of the German Brand Awards will be announced at a gala event.
The German Brand Award is one of the most prestigious brand awards in Germany and is presented by the German Brand Institute. The institute was founded by the German Design Council and GMK Brand Consulting to strengthen brand management as a key factor in corporate success in both national and international competitive environments.
