Forster
Steel is our nature
“Born in 1874” and well on its way to becoming number one in its niche – the Forster company has a strong history and literally no shortage of profile: the Swiss steel specialist produces around 3000 kilometres of frame profiles for window, door and façade systems every year. The authenticity, solidity and finesse that steel, the material of choice, brings to upscale architecture should now also find more space in the brand. So we put target group strategy and corporate design, visual identity, website, printed matter and trade fair equipment under the forge hammer.
New narrative spaces between steel profiles
In the strategic conception, the approach of placing steel at the centre as a sustainable and durable design material wins: With “Steel is our nature”, we reveal the brand message – which is henceforth told right down to the product level. The profile systems, as the true heroes of the story, each get their own claim and thus a character. In a highly technical industry, this creates space for product relationships and, between many standards and data sheets, space for a wink.
Slender steel, sublime nature and lots of architecture
Architecture likes to take nature as a model and at the same time form a relationship with it. The newly developed visual language tells of this – and that Forster is also aware of it: expressive architecture merges here with landscape panoramas. The product becomes the mediator of this successful relationship. The collage style has a high recognition value and unmistakably conveys the claim “Steel is our nature”.
Avatar for profile systems
From the outside, steel profiles look very similar. It’s the inside that makes the difference. And customers should be able to get a picture of this as quickly, closely and digitally as possible. Where shootings come up against their limits, the rendering team therefore fine-tunes various views for all product variants in which every detail is shown to its best advantage. In the same way, photorealistic, atmospheric system visuals are created that show the products in the context of the building, as well as films on selected innovations. In this way, Forster keeps up with the visual state-of-the-art.
User Journey
The new brand design becomes reality first and foremost through a re-design of the website. It should be emotionally appealing and “fashionable”, but at the same time reflect the factual and technical tone of the industry. In addition, the proximity to the parent company must become visible. An appealing and simple user journey to the products is the UX goal. On the way there, we have inspiration ready for the architecture sector. One after the other, the colour world, content structure, wireframe prototypes, expressive visuals and interactive touchpoints are created, which are simply a joy to swipe, slide and click. The technical highlight is the product platform with flexible filters, as known from online stores. Across all levels, a large part of the texts is also created in atelier 522.
From values communication to the CD manual
