Coriolis is a manufacturer of robotic cells for composite fiber deposition. Coriolis’s unique technology is highly appreciated in the aerospace industry, with strong potential growth in other domains such as automobile manufacturing. Perceived as a (successful) startup, the company was not considered a viable partner for the mass production in the car industry. In order to facilitate its international development and create a stronger stance on the market, Coriolis mandated bb&b with the development of a new brand platform and corporate design.
Development of the brand plat-form and identity was conducted according to bb&b’s branding practice developed for industrial markets. A strong immersion into the company and its culture, including visits to production facilities, R&D, professional fairs etc. yielded valuable insights for the branding process. A management workshop enabled a deep understanding of the company history, its culture and world view. Client and employee interviews completed the picture.
Based on the insights gathered as well as a thorough competitive analysis, we employed our proven branding methodology: vision, mission, onliness statement, semantic analysis, metaplan, brand wheel according to Aaker, brand promises for key stakeholder groups as well as a general brand manifesto, Based on the new brand platform we then shaped the brand identity, maintaining strong continuity with the brand’s origins. The entire platform was summarized in a brand book.
The new brand platform and identity was immediately adopted by the company and its employees.
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