Changing an icon without changing the icon
A red tool box at a construction site – that's definitely Hilti. You don't mess around with icons like this one. And yet we were able to make it a bit more modern and accessible.
The logo remains virtually unchanged, but has been optimized for use in digital media. For all other elements of the corporate design, the following applies: less technology, more humanity! Because two thirds of Hilti's employees work in customer service. We put the focus on their honest consulting expertise: with warmer colors, an authentic visual style and statements that get straight to the point.
All assets for the brand change were integrated into an easy-to-use brand portal: this is not only aimed at brand users, but also raises awareness of the new corporate strategy among all 27,000 employees worldwide.
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![](/sites/default/files/styles/psg_laptop/public/2024-04-23/Hilti_shop-shelves_peter-schmidt-group.jpg?itok=fAhJa42-)
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![](/sites/default/files/2024-01-24/portrait-norbert.png)
Norbert

Executive Creative Director
![](/sites/default/files/2024-01-24/portrait-swenja.png)
Swenja
Director Consulting
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