Customer Project
PROJECT
IBU-tec is one of the leading technology specialists in thermal process development and innovative material solutions. The company develops technologies for future-oriented markets such as energy storage, e-mobility and sustainable industrial processes. As the company’s technological capabilities grew, however, a gap emerged between its actual performance and how it was perceived in the market. The brand primarily communicated technical expertise, but did not clearly convey the strategic role IBU-tec plays for its customers. The objective was therefore to develop a brand that makes the company’s true contribution visible and provides clear orientation in international markets.
CHALLENGE
The analysis showed that communication was strongly focused on technology and products. Individual processes, materials and applications took centre stage, while the actual value created for customers remained largely invisible. This resulted in a challenge typical of many technology companies: a high level of expertise, but limited differentiation. The aim was therefore not to create a new design, but to establish a strategic foundation that clearly defines what IBU-tec stands for and how this ambition should be reflected in its communication, design and overall corporate presence.
STRATEGIC INSIGHT
Interviews and workshops revealed that IBU-tec is not primarily about developing materials. The company enables innovation. Its true value lies in transforming scientific insights into market-ready technologies together with its customers. Research, process development and materials expertise work seamlessly together. This insight led to the guiding idea WE CREATE FUTURES. It expresses more than simply looking ahead. It reflects IBU-tec’s ambition to make technological progress possible together with its customers and to support innovation all the way through to industrial application.
SOLUTION
UNICORN translated the strategic positioning into a consistent brand system. On this basis, a new corporate identity was developed that makes IBU-tec’s future-oriented ambition visible while providing clear direction for international brand management.
This included:
- Development of the strategic positioning
- Development of the guiding idea WE CREATE FUTURES
- Brand architecture
- Corporate design
- Communication system
- Brand manual
- Implementation & marketing support
IMPACT
WE CREATE FUTURES was not developed as a claim, but as an expression of a shared understanding of what the company stands for. Today, the brand provides clear orientation around the value IBU-tec creates for its customers and the role the company plays in technological innovation processes. At the same time, it provides the foundation for communication, international brand management and the company’s continuous development. What began as a technology-focused corporate presence has evolved into a brand with clear strategic relevance and an identity that does not simply describe innovation, but makes it tangible and understandable.
Your Contacts for the IBU-tec Project
Making Strategy Actionable.
Positioning and Differentiation.
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