Established in 1878, Randi is an established Scandinavian brand for door handles, construction hardware and sanitary fittings. With the qualities of timeless, Scandinavian design aesthetics, it complements the repertoire of the door system specialist ECO Schulte. This aspiration for design and aesthetics should be communicated specifically to architects.

We started our analysis. Our recommendation: to give the Randi brand a clear profile, and not only among the target group of architects. The idea was for Randi also to strengthen the identity of the ECO Schulte brand – after all, this buttressing was the core reason for the affiliation with the ECO Schulte brand world.

The original brief of giving a segment of ECO Schulte a clear profile turned into the challenge of helping the overall brand achieve a greater whole. A joint workshop provided the answers to the question: »What is ECO Schulte’s identity?« The formal question of a design profile morphed into the structural question of overall identity. So instead of creating a patchwork of two brand profiles only connected in terms of corporate law, we integrated both into a common value system through communication: a corporate language for the overall ECO Schulte brand that establishes its identity.

Based on this overall communication, the Randi brand was no longer merely »pasted on« to the ECO Schulte brand. Both were united in a new USP: in a greater, authentic whole. An added value in fact that 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.