A B2B company rebrand

Pfaudler, a B2B company originating from Germany, is a process solutions company with a complex offering.

Global communications agency, Five by Five, was charged with the task of making the brand less technical and more ‘human’. The catalyst for the rebrand was a change in consumer; over time this target audience had changed from technical engineers to procurement professionals, who tended to have less specialist knowledge.

Following a period of research, Five by Five identified a new strategic direction for Pfaudler in terms of mission, vision and values. A new logo, stationery, livery and signage, corporate brochures, videos and a new website all support a comprehensive set of brand guidelines.

The new visual identity is softer and more fluid than its predecessor and incorporates more images of people where machinery images previously dominated. There are also a lot of bright colours and images and symbols of artificial lights and lighting, as well as designs inspired by blueprints.

Callum Donnelly, senior strategic planner at Five by Five, says, “In terms of rebranding Pfaudler, our aim was to make a complex, technical business offering simple and easy for a B2B audience to buy. In order to achieve that, we set our focus on the value of the unseen, those things that make Pfaudler so unique among its competitors. Our biggest challenge was to bring to life its rich 130 year history while also demonstrating its unrivalled level of technical expertise, knowledge and commitment to quality.”

The new brand was unveiled at industry tradeshow, ACHEMA.