Rolling out a new brand and identity for Jenoptik
IT + Technology | Branding + Identity | Germany
The newly created brand VINCORION belongs to the Jenoptik AG and covers all its Mechatronic business. Jenoptik’s history goes back to 1846 and went through numerous changes in the course of the 20th century. During the 1990s, after the transition to a reunited Germany, Jenoptik grew through various acquisitions and developed into a diverse technology company.
Branding & communications
During the 1990s, after the transition to a reunited Germany, Jenoptik grew through various acquisitions and developed into a diverse technology company. In 2018, Jenoptik started to transform its business organisation from the ground up. It was a conglomerate of a century’s worth of top-notch optical, but also of well recognised Mechatronic expertise.
The customers of the Mechatronic business were confused about purchasing rescue hoists, airplane heating and control systems, military defence systems or many more from a company called with “optic” in its name. Customers questioned whether they really were specialists in power and defence. They wondered if the heart of Jenoptik was in it for the long run. This made it a challenge to secure the typically very long-term OEM contracts that their clients sought.
It led, in fact, to an even harder commitment of the Mechatronics division to prove their worth. Mechatronics had developed a culture of not only tailoring unique solutions for their customers but also of never – ever – letting their customers down. They provided maintenance programmes for over 3 decades – a commitment that other companies would never do.
UP was asked to help establish a breakout new brand for the Mechatronic division that would allow it to stand apart the main corporate identity. They wanted UP to capture the heart and soul of the Mechatronics division, and represent their unwavering commitment to all their customers.
The new brand had to grow into new markets, work across borders and directly address the ethos of the target audience – dependability and loyalty in all circumstances.
UP developed a new identity, a new corporate name, and a new corporate design. The name for the new brand is VINCORION. The name exudes confidence and fortitude, not only phonetically: “VINCO” is Latin for “I win”; it addresses the “CORE”-needs of their clients, and “ORION”, the great huntsman of Greek mythology.
Parallel to the relaunch of the Jenoptik parent brand, the UP team developed a distinct personality for VINCORION. Based on findings made during the audit phase, UP developed an identity that visually and verbally expresses the strengths of the business unit: Tailored Technology.
The services UP delivered included:
UP delivered a strong brand that was widely recognised among the client’s customers as authentically representing its core business and accurately describing its way of working. The image presented by the new brand communicates loyalty and strength: tailored technology, long term partnering, and protecting the clients’ interests. The brand roll-out was completed in 6 months. The launch campaign “Unleash your potential” made the company’s staff connect with the new brand and gained great interest from clients. Today, VINCORION is a brand that stands for strength and commitment in an uncertain world.
The development of VINCORION was implemented by the German team of the first international, cloud-based full-service agency UP THERE, EVERYWHERE. You can find out more about UP here. Our team consists of experienced experts with different core competencies. In this way, the tasks of design, naming and consulting could be solved in close cooperation. Other agencies involved in the implementation were also coordinated by the UP team.
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