Engineering pioneers with a vision
Delivering brand strategy and brand identity, and building a new website.
MULTI is the world’s first rope-free vertical- and horizontal-moving elevator. It has the potential to be a thrilling contribution to world architecture. Despite their solid engineering reputation, parent brand ThyssenKrupp needed to reach different audiences to sell the new innovation.
We recognised ThyssenKrupp needed to shift focus from the traditional sales channels of building contractors and resonate with the elite architecture community who dream of reshaping cities skylines.
Given the nature and premium price point of MULTI’s offer, our brief was to create a brand identity that builds a premium and contemporary look and feel, but also works synonymously with ThyssenKrupp’s brand – this allowed us to communicate with greater focus, reflect MULTI’s unique proposition and connect with new audiences in the desired tone.