Eco Schulte – Corporate Language

ECO Schulte, a long-established company based in Menden, contacted our communications agency typenraum. The task: “Brand profile for the new subsidiary, Randi.”

Randi is a Scandinavian brand established in 1878 that specializes in door handles, building hardware, and sanitary fittings. With its timeless Scandinavian design aesthetic, it complements the repertoire of door system specialist ECO Schulte. This focus on design and aesthetics needed to be communicated specifically to architects.

We began our analysis. Our recommendation: to profile the Randi brand not only among the target group of architects. Randi should also strengthen the identity of the ECO Schulte brand. After all, this strengthening was the central reason for the affiliation with the ECO Schulte brand world.

The original briefing, which was to give ECO Schulte profile, became a challenge to help the overall brand become a greater whole. A joint workshop answered the question “What actually is the identity of ECO Schulte?” The formal question of a design profile became a structural question of overall identity. So instead of creating a patchwork of two brand profiles that are only connected in terms of corporate law, we used communication to integrate both into a common value system: an identity-creating corporate language for the overall ECO Schulte brand.

Based on this overall communication, the Randi and ECO Schulte brands were united into a new USP: a larger, authentic whole. This added value is entirely in line with ECO Schulte's long-standing brand promise: “The sum is greater than the number of parts.”

Ein Corporate Language-Manual mit den Profilen aller primären Zielgruppen von sowohl ECO Schulte als auch Randi: die Werte der Zielgruppen, deren Sprache, Worte und – nicht zuletzt – deren Verhältnis zu Zeit, Aufwand und damit einhergehender Lesebereitschaft.

Die Mitarbeiter von ECO Schulte & Randi finden in diesem Manual sowohl übergeordnete Profilierungen als auch spezifische Beispiele und sprachliche Tools, die auf beide Marken einzahlen und die Gesamtidentität stärken. Vom notwendigen Wortschatz beider Marken bis hin zu rhetorischen Kniffen, auf die ihre speziellen Zielgruppen vornehmlich reagieren. Ein Nachschlagewerk für die entscheidenden Botschaften, Marketing und Kommunikation.