Brand Relaunch: From product description to brand
Cobiax develops and produces hollow-core slab modules. The previous positioning 'lightweight hollow slabs' described the product precisely -- but reached only structural engineers. Broader target audiences saw no benefit.
Luenstroth develops a new positioning: 'wider scopes' -- longer spans, broader application spectrum, globally deployable. The logo is redeveloped with cross-cultural sensitivity: in Asian markets the corporate logo is traditionally placed at the top of communications, in Western markets at the bottom. Luenstroth develops a dual logo positioning system combining both conventions, building recognition and presence across all target markets simultaneously.
Global brand communication with a unified system for Western and Asian markets. Expanded addressable market through broader positioning.
Target audience expansion through new positioning
Brand Split: When one brand must serve two worlds
PML produces tail lift platforms for vehicles and lightweight aluminium bridge structures under a single brand. The target audiences -- automotive suppliers and municipal infrastructure administrators -- have fundamentally different requirement profiles. The shared brand served neither optimally.
Luenstroth recommends a brand split. The vehicle platforms retain the established PML brand. The bridge structures receive the new brand Lightcross -- associative, descriptive of lightweight construction and crossing, independently positionable. The existing PML logo was dynamic and italic -- fitting for automotive but conceptually wrong for products that stand for maximum stability at minimum weight. A redesign corrects this.
Two independent brand systems, each correctly positioned for their target audience. Clear communication line for both segments without mutual dilution.
Brand DNA: Making existing values strategically deployable
A Bundesliga club generates income from four sources: TV money, ticketing, merchandising, sponsorship. The only leverage for a brand consultancy lies in sponsorship: the more attractive the brand image for sponsors, the higher the revenue. The existing club image -- stubborn, passionate, combative -- is positive for fans but not immediately deployable as a sponsorship investment argument.
Luenstroth connects the existing fan values with the abstract core of motion as brand DNA. Motion is positively connoted, open to different sponsorship contexts and authentic -- every aspect of club life can be connected to motion. The brand DNA is made operationalable in sponsorship arguments.
Brand DNA authentically developed from existing values, simultaneously communicable to sponsors. Foundation for systematically higher sponsorship revenues.
Private Label Relaunch: When a house brand becomes a real brand
ISM is a leading European retailer of workwear and safety shoes. Alongside premium brands such as Puma, ISM markets its own private label Albatros -- historically treated as a typical private label: inexpensive, interchangeable, low-margin. The name was established; renaming was not an option.
Luenstroth identifies the differentiation potential in the name itself: the albatross has the largest wingspan of all living bird species -- up to 3.5 metres. The wings become the unique key visual: reduced, media-neutral, unmistakable. The design communicates brand essence without additional explanation. A complete brand guide secures consistent execution.
Repositioning of a private label as an independent brand with a clearly recognisable visual identity. Foundation for higher margins through reduced price sensitivity.