On one hand: a highly motivated management, state of the art products, a most innovative product range worldwide, in a growth market to boot - and a very good chance for significant turnover increase.
On the other hand: an image deficit, absolutely no corporate identity, and a confusing, incomplete product range. This is, in fact, a point of departure like we love them at milani. We enjoy a challenge, even in the field of comprehensive industrial design. It's a lot of fun for us to build a clever business strategy instrument from design and engineering, in communication with our customers, based on our DNA strategy. Our project for FAES, the leading Swiss company in the field of converting industry, demonstrates what we mean.
The project
Emotional positioning
A formerly faceless, somewhat confusing provider of no-name machines lacking unique features metamorphosed into a clearly structured system generation. Service potential and philosophy are communicated on all levels in an aesthetic design language.
Systematisation
An interactive engineering and design process generated a new modular machine system, enabling FAES to pointedly react to different market needs. Additional machines are developed while the existing ones are brought up to speed in terms of technology. A new generation of 7 systems is created.
Branding, colouring & shaping
The 7 new systems are simply named by their respective colour. The corpuses are clad in charcoal-coloured perforated façades, masking the machine system. The front shielding the machines' interior grants easy access to their various functions.
Corporate identity & corporate communications
Apart from the products themselves, the overall implementation of the new FAES profile includes the company website, brochures, trade show presentation and public relations (esp. articles for the trade press).
Feedback
Shortly after the launch, "system yellow" from the new system generation won the prestigious "iF product design award 2008".
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