Peter Schmidt Group


How to change an icon without changing an icon.

How we guide the change process and successfully anchor it in the company.

On construction sites all over the world, the HILTI brand enjoys an excellent reputation. When other hammer drills can't get the job done, "you'll need the Hilti for that." The characteristic red case identifies its carrier as a professional on the building site. However, the HILTI brand is renowned not only for the performance of its products, but also for the high level of consulting competence its employees provide. Of the approximately 27,000 employees worldwide, two thirds work in the customer service and sales departments. They advise and support their customers, who value them as professional partners. In the course of a strategic brand reorientation, the company wanted to emphasize this aspect more strongly while at the same time preserving the brand's iconic look. We assisted the company in revamping the brand's visual appearance, and subsequently helped implement the new design at all worldwide touchpoints.

Following the principle of "excite and enable", employees were included in the process and empowered to work more effectively with the brand. To this end we created tools like a central brand portal for data management, as well as a central microsite to tell the change story, featuring both explanatory videos and real-life training offers.

Hilti AG

Hilti AG, based in Schaan, Liechtenstein, is one of the world's leading tool manufacturers and specialists in fastening technology. The company employs around 27,000 people and generated sales of CHF 5.13 billion in 2017.

“Red case, white lettering – the brand image is an icon. Preserving this was a given, but the typography, colors and tone of voice are still powerful levers to develop the brand.”

Norbert Möller,
Executive Creative Director, Peter Schmidt Group

"Realized in six months and put into operation on schedule. The brand portal was a decisive factor in managing the brand relaunch within one year."

Jan Facchinetti,
Director Brand Consulting, Peter Schmidt Group
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