KAPPENBERG - CLAIM MANAGEMENT AND CLAIM VISUALISATION

VISUALISING
CLAIMS.

Function.

Yellow Tree were required to tackle the brand development from the initial step of the corporate design process, with the formulation of a claim. The complex field of claim-management had to be clarified in a powerful sentence to convey the unique selling point that Kappenberg offer a proficient service. After an extensive workshop, the claim made ‘Anspruch sichtbar machen’ (entitlement to make visible) after Kappenberg’s own work ethos as well as the benefits of it’s distinctive offer: the requirement of making the customer visible, and thus to make it enforceable.

And Emotion.

On the basis of the claim, the word mark and the overall appearance with business stationery, a bold template has been developed optimising the usage of typography to represent Kappenberg. The emphasis of high customer responsibility emphasised the demand to make an equally striking appearance. To produce precise communication with minimal elements yet very aesthetic means, was our goal. The claim impressed as a central element throughout the media range, and confidently brings the claim and the unique attributes of the company to the fore. The reduction of colours to black and white indicates the absolute clarity and to kappenberg’s unique company.

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A word mark that makes claim visible.

The word mark visualises Kappenberg’s offer with a minimalist design approach. The reduction within the form of the letter ‘K’ creates an arrow that points to a gap in the adjacent bar. It represents a symbol of a building that isn’t perfect. An integrated error to which the arrow points. It shows Kappenberg’s ability with pointing to the claim and making it visible.

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