Joern T.

SHK Deutschland is a wholesale company for sanitary, heating, climate, installation, and tiles, operating nationwide. It emerged from the merger of the Paulsen, Detering, and Bergmann & Franz groups.

Responsible for the complete execution of the brand redesign – from analysis, positioning and brand idea development, to sharpening the visual identity. Creative direction for internal and external teams, and close coordination with stakeholders across the new group structure.

• Brand & Design Analysis

• Brand Workshops & Strategic Positioning (One Brand from three strong units)

• Logo & Corporate Design Redesign

• Design Systems & Style Guide (digital & print-ready, scalable for locations/teams)

• Rollout Assets: Brochures, flyers, newsletters, apparel, templates & key visuals

The new corporate design visibly consolidated the combined group's strengths into a single brand, increased market orientation, and strengthened trust through a consistent, professional appearance. The rebranding also acted as an internal catalyst: greater identification, more clarity, and a clear signal of change for the organization in transition.

sovero emerged from the traditional Lorenz Orga-Systeme GmbH, a provider of software solutions for the public and regulated sector for decades. As part of a strategic shift, the decision was made to realign the brand under a new name and position it for the future.

The goal was to preserve the established substance of Lorenz Orga while creating a modern, independent identity that clearly communicates the transformation.

Conception and execution of positioning and naming workshops together with management and executives. Close consultation and coordination with internal departments to ensure transparency in the change process and actively involve employees. Development of the corporate design, as well as conception, design, and implementation of the new website.

• Analysis of the existing brand and its history

• Strategic positioning and naming workshops

• Development of the new brand name sovero in employee workshops

• Design of logo and corporate design assets

• Conception, design, and implementation of the website

• Accompanying consultation on the internal introduction of the new brand

With sovero, an independent, modern brand was created that respects its origins while visibly showcasing its strategic transformation. The new website clearly and understandably communicates the positioning externally and strengthens the company's perception as a professional, future-oriented partner.

Brand Repositioning & Corporate Design – Calumet Photographic

Calumet is one of Europe's leading providers of photo and video equipment and part of the European Imaging Group. As part of ambitious growth, the brand was strategically realigned and visually modernized.

My Role:

Responsible for the complete execution of the brand redesign – from analysis and positioning development to visual implementation and rollout. Creative direction for internal and external teams, and close coordination with all stakeholders.

Project Components:

• Brand & Design Analysis

• Brand Workshops & Strategic Positioning

• Logo & Corporate Design Redesign

• Design Systems & Style Guide

• Trade Fair Design & Graphic Applications

• Online Shop Redesign

• Supervision of the rollout across all touchpoints

Result:

The new corporate design sharpened the brand identity, strengthened customer trust, and significantly increased brand perception. Shortly after the launch, Calumet was perceived as a market leader in surveys.

The rebranding proved to be a strategic growth driver – with measurable successes in customer loyalty, target audience approach, and brand value.