Following the launch of voestalpine’s image and brand campaign in October 2012, the new “voestalpine unexpected” brand platform puts even greater focus on the company’s people and faces.
With its clearly structured design, the “voestalpine unexpected” platform offers a chance to look inside the voestalpine Group and to get to know a completely new side of the company. Various interactive elements and pictures are used to show what issues the employees are involved with and what the fascination with steel is all about. During development of the concept for the platform, the priority was on producing a well-organized and clear design that reflected voestalpine’s innovative power and international presence. In addition, special emphasis was placed on technological optimization for all devices (desktop, tablet, smartphone).
The platform is structured into three sections: “Stories”, “Knowledge” and “Inspiration”. In the “Stories” section, employees are integrated even more actively into the communication. As a result, the user is offered the opportunity to look over the shoulders of the five brand heroes. In the “Knowledge” section, the platform presents up-to-date reports on the key issues of mobility and energy from international media outlets such as “The Guardian” and “Frankfurter Allgemeine Zeitung”. The things that motivate and drive us in our daily work are depicted in the “Inspiration” section, with pictures of buildings, artwork and user-generated content.
New voestalpine corporate design
The voestalpine Group is marking the consistent implementation of its strategy and its changing self-image by updating its visual identity: its transformation from a European steel company to a global technology and capital goods group is now also being mirrored in its corporate design. The new visual identity combines tradition with future expectations, and increasingly symbolizes dynamism and a focus on the future.