Customer Project
PROJECT
IBU-tec is one of the leading technology specialists in thermal process development and the production of innovative material solutions. The company develops and manufactures highly specialized materials for future-oriented markets such as energy storage, electric mobility, chemicals, and sustainable industrial processes. Despite its outstanding technological expertise, the brand identity did not fully reflect this level of innovation. It lacked a distinctive positioning that made the company's innovative strength visible and clearly communicated its international market leadership.
CHALLENGE
The analysis revealed that the company's communication was heavily focused on technology and products. While its capabilities and expertise were clearly present, they were communicated primarily in technical terms, creating little emotional differentiation. At the same time, the company continued to evolve—expanding into new business areas, developing new applications, and addressing emerging future markets. This required a brand identity capable of supporting this momentum over the long term. The objective was therefore not simply to modernize the visual appearance, but to develop a brand that clearly expresses the company's forward-looking ambition and makes its future-oriented positioning visible.
STRATEGIC INSIGHT
At the heart of the positioning process was the realization that IBU-tec develops far more than advanced materials. The company creates the technological foundations for future innovation. This perspective led to a broader and more compelling brand idea: the focus is no longer on individual products, but on the company's contribution to enabling the technologies of tomorrow. From this strategic mindset, a brand was developed that consistently communicates progress, innovation, and future readiness—clearly expressing the company's ambition both internally and externally.
SOLUTION
Based on these strategic insights, a completely new brand identity was developed. This included:
- Development of a future-oriented brand positioning
- Creation of the international brand claim WE CREATE FUTURES
- Design of a distinctive brand mark symbolizing innovation, technology, and connectivity
- Development of a modern corporate design system with clear design principles
- Definition of a new typography, color palette, and visual language
- Creation of a consistent brand architecture, including sub-brands
- Development of an international Corporate Design Manual to ensure consistent brand management worldwide
The claim WE CREATE FUTURES represents far more than a forward-looking perspective. It expresses the company's ambition to actively shape tomorrow's solutions through technology, research, and material expertise. As a result, the brand positions IBU-tec not simply as a manufacturer of advanced materials, but as a driving force behind technological progress and future innovation.
IMPACT
A technology-driven industrial company evolved into a brand with a clear future-oriented positioning. Its communication shifted from describing individual products to telling a broader story of innovation. The new corporate design creates strong brand recognition, enhances the company's international presence, and provides the flexibility needed to support future business areas and brand developments. The result is a brand identity that makes IBU-tec's technological expertise visible while consistently communicating the company's ambition—both internally and externally.
Your Contacts for the IBU-tec Project
Making Strategy Actionable.
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Many companies do not have a competence problem. They have a problem of direction. Marc Brockmeyer and Tilman Strauss discuss why brand is far more than marketing – and how strategic clarity helps companies simplify decisions, change behaviour, and actively shape their future.
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