DD Com realizes rebranding for 4B to mark its 125th anniversary
On the occasion of its 125th anniversary, 4B looks back on a proud tradition—and is modernizing its brand identity with a stronger focus on content for the future. The company was supported by the agency DD Com.
In order to meet future customer needs, differentiate itself in the market and strengthen its thematic leadership in the industry, the supplier of innovative window and facade solutions 4B is adjusting its brand strategy.
In communication, the focus is on emotionalizing the brand: Instead of technical facts, innovative solutions are to be addressed that generate concrete added value for the various customer segments - from private customers to architects and planners to corporate customers.
More customer proximity through content and lifestyle
DD Com addressed this challenge with a modular visual world, various moving image implementations and testimonial reports that make 4B solutions tangible through cross-channel storytelling. The brand's look and feel was also broken up in favor of a more lifestyle-oriented, editorial character.
The signal effect of the yellow-blue logo partly recedes with the new monochrome variants and gives more space to the emotional imagery. As an integrative element, an agile signet was derived from the logo, which is used both statically and dynamically as a 3D animation and has in turn inspired pictograms and illustrations. All fonts were adapted, with the interplay of grotesque and serif typefaces creating an editorial character - supported by a fresh, contemporary color palette.
Fast implementation and success measurement
The conception and implementation of the CI/CD took place over a period of ten months. In addition to films on image, innovation, customer stories and corporate history, as well as brand books for internal and external stakeholders, the process included testimonial reports, a completely renewed web design, stationery, brochures and factsheets, as well as corporate fashion, OOH, car branding and a sub-branding of the "4B Campus" training area.
In parallel, a product campaign for the RF1 renovation window was realized and played out on TV, OOH, print, and online. The measurable success of the campaign proved the broad acceptance of the rebranding in the market. Currently, according to DD Com, a second wave is being planned in which 4B and the agency will cooperate with a style expert on the content level. With design themes, 4B and DD Com had recently also distinguished themselves with the launch campaign for the ST2 sliding door.
Responsible at 4B: Jean-Marc Devaud (CEO), Fabiana Grilli-Mühlebach (Head of Marketing & Communication), Sarah Schneider, Melanie Engel, André Grüter, Donjeta Halitaj (Marketing & Communication Team). Responsible at DD Com: Daniel Müri (Creative Direction), Florian Brand, Nicolas Wagner, Andrea Bissig (Art Direction), Remy Bernert (Strategy and Consulting), Tobias Koenen (Digital and Consulting), Vera Trachsel (Consulting), Debora Raimondi (Image Editing), Werner Kim, Andreas Laub, Lukas Wassmer (Prepress). Film and photography: Christopher Alexander Kuhn.
