Repositioning Rademacher to a modern Smart Home Brand Step 1: Brand Positioning

Brand Audit

Analysed the competitive environment, brand design features and overall digital brand potential of website and social media activities.

Set Objectives

Layed out clear priorities built on budget.

Create Project Set-Up

Discussed number of workshops, deliverables and fixed dates

Several Branding Workshops

Created brand purpose, USP, brand values, and family brand architecture.

Brand Positioning Document

This document contains the DNA of the brand: brand purpose, values, vision, a clear definition of all buyer personas, the customer journeys and the brand USP.

Repositioning Rademacher to a modern Smart Home Brand Step 2: Corporate Design 

Bringing to life the brand positioning

This part of the brand repositioning was the most important one. It is here were the words are transformed into pictures, shapes and colors. In the case of Rademacher we slightly revised their logo, modernized the brand color scheme and completely revamped the communication concept.

In order to enable a flexible use of all brand assets we regularly upload all new assets onto a brand cloud where all external and internal stakeholders can access the new logo versions, color codes and key visuals.

Depending on the type of communication concept we go into production via a shooting or with stock visuals which are usually manipulated with special effects. In the case of Rademacher we orchestrated various shootings.

Corporate Design   
Logo Design

Revised Logo





Communication Concept

"Rademacher smart home adjusts to your life-style"





Color Charta Review 

Adapted the color schemes to modernize and harmonize overall brand design.





Online Style Guide

To make corporate design assets available to internal and external stakeholders we upload all new features online onto a brand design platform (Logo, Visuals, Iconography, Color Codes and other visuals assets like infographics) .




Style Guide

Brand Visuals

Orchestrated separate shootings of team members and communication concept. Final visuals were uploaded into the online style guide.




Visual Identity

Once the brand exercise is accomplished in these first two steps, the last step is the creation and implementation of the digital strategy.

Repositioning Rademacher to a modern Smart Home Brand Step 3: Digital Strategy & Implementation

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Digital 01
SEO Strategy

Developed on page and off page SEO strategy.

Digital 02
Content Strategy

Developed social media channel plan

Digital 03
Created website structure

Focused on customer-centric content and conversion services

Digital 04
Production Web & Social Media

Produced website and created social media channels, content production.

The digital strategy requires usually not more than four weeks. In this time - and in the case of Rademacher - we ran several workshops in which we discussed the SEO strategy, content strategy including social media channel strategy, and key priorities on website based on structural diagrams and taking into account customer journey considerations already crystallised in step 1.

The content production for the website texts and the social media content was kicked off as soon as the strategy was approved as part of step 3.

Along the different project steps as outlined above for the Rademacher case we work with the usual project management tools as prefered by the client. In case no tools are in place we will analyse the client situation and recommend the correct combination of tools.