Corporate
Design
Traditional brand visually repositioned
Corporate
Design
Traditional brand visually repositioned
With over 80 years of experience in furniture construction, hülsta is one of Germany’s best-known brands. To give the traditional brand a modern appearance, R211 was commissioned to develop a new Corporate Design. This includes all relevant communication channels – from print media and POS materials to digital applications.
Making brand values visible
The new appearance was intended to convey the brand’s qualitative standards and create a distinctive identity. In addition to clear communication of information, the focus was on emotional appeal and the narratability of brand content. hülsta stands for living environments and quality of life. The aim was to make this tangible visually and in terms of content. At the same time, employees should be enabled to implement the new design independently.
R211 developed a flexible and, at the same time, distinctive design system. The interlocking design elements create a visual analogy to the modular structure of hülsta furniture. Typography, imagery, language and graphic elements were combined to create a coherent overall appearance and anchored in a digital Design Manual. This system allows intuitive use and can be applied across all media.
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The new Corporate Design ensures high recognition across all channels: brochures, POS displays, web design and social media are visually clearly linked. The implementation took place within nine months and was equally well received by retailers, customers and employees.
Learn more about our working methods in the area of Rebranding
