In 2020, the industrial group thyssenkrupp sold its elevator and escalator business. The company TK Elevator is now independent and operates in over 100 countries with numerous sales and service locations. The challenge was to develop a design language for their new global brand TKE to make it stand out from the strong competition. The new brand design aims to appear daring, energetic and meaningful. These principles come together in a holistic branding that embodies a sense of movement and dialogue. The result is a modular design system that intuitively guides the viewer through the brand experience.
Credits
Client:
TK Elevator GmbH, Düsseldorf, Germany
Design:
MetaDesign GmbH, Berlin, Germany
Project Team:
TK Elevator GmbH: Nicole Pichin (Head of Communications/Product Marketing)
Gabriele Elschner (Senior Manager Communication/Product Marketing)
Marlies Happ (Manager Brand Communications)
Michel Barthe (Manager Brand Communications)
MetaDesign GmbH: Lisa Krick (Executive Director Brand Strategy)
Steven B. Cook (Head of User Experience)
Jack Mitchell (Senior User Experience Strategist)
Christian Nufer (Senior Designer)
Yulia Popova (Senior Designer)
Maksym Madonov (Designer)
Amelung Design GmbH: Jonathan Sven Amelung (Creative Consultant)
Hassan Haider (Senior Designer)
