Achenbach

Technology for future concepts –
Green. Lean. Digital.

Ein blauer Ordner, beleuchtet von einer Lichtquelle, zeigt die Schrift "FUTURE CONCEPTS" und das Logo "ACHENBACH".

Technology for future concepts – Achenbach Buschhütten is the specialist and global leader for flat rolling mills and rolling mill automation. Their mindset is performance, the future is their vision. Achenbach empowers their customers to pave the way for the future with expertise, economic and ecological innovations. That’s technology for future concepts.

During conversations, analyses, and workshops, it became clear that Achenbach operates in a far more digital and future-oriented way than their current brand design conveys.

Our task was to align the brand design with this forward-thinking reality – refocusing it with great care based on its brand essence and values, and stripping away anything unnecessary. The result is a precise, digital brand, that stays true to its roots while clearly pointing towards the future.

Design & Development
Corporate Design
Illustration
UI Design
Development

Awards

Simple. Precise. Dynamic.

The entire visual appearance was refined and sharpened. Animations support the digital and dynamic perception of the brand. The animated key visual for Achenbach OPTILINK® expresses what truly matters to users with subtle elegance: simple connectivity across all machines and processes. The circular basic structure stands for the holistic, integrated approach because it includes the entire production process on every level. The animation rotates continuously, reflecting the reliability and consistency of the solution. Never stop rolling.

Eine Gruppe von drei Personen betrachtet eine Wand mit verschiedenen Bildern und Entwürfen. — Drei Personen betrachten verschiedene Bilder und Entwürfe an einer Wand.

Bürobedarf: Stifte, Notizbücher, Mappen, Broschüren, Tassen und Ordner auf einem Tisch angeordnet. — Stifte, Notizbücher, Mappen, Broschüren, Tassen und Ordner auf einem Tisch angeordnet.

Ein dunkelblaues Notizbuch mit dem Titel "IDEAS FOR FUTURE CONCEPTS" und ein schwarzer Stift daneben.

Clarity leads the way
Reducing and sharpening precisely

Achenbach stands for micrometer work, the thinnest rolled materials, and highly precise cuts. This level of precision is also reflected in the font ‘Avenir’. To highlight key messages and benefits, the font is based on an ultra-thin outline. This reflects exactly what matters.

Our goal to make the brand more approachable already begins with the lines of the ‘Avenir’ font. Its geometric, rounded character resembles the form of a rolling mill and the holistic, integrated processes.

Making technology visible
Achenbach offers technologies which actively shape a more sustainable future. For tomorrow’s mobility and medicine. Through innovative web technologies, we let the user experience innovations from Achenbach from a unique perspective.

We take them on a journey, flying across the campus in Buschhütten and deep into the heart of the facility where ultra-thin products are created. Quality for the future. Impact for tomorrow. Or, in short: Technology for future concepts.

Workshop & strategy

The foundation for the new strategic approach was laid in branding workshops, vision development, and brand architecture, and then condensed into the brand claim. This strategy serves as the base for future actions of the brand.

Corporate design

Based on the brand strategy, we created an extensive corporate design and defined cross-platform design principles and brand assets such as typography, color and shape systems, imagery, iconography, buttons, behavior, and the wording concept.

Implementation

The brand strategy and corporate design were brought into practical use. Media, intuitive templates, and a clear brand manual enable clients to implement and manage the brand independently.