Protective equipment for live working – a field in which a mistake is not annoying but fatal.
Brand profile
Friedmann GmbH supplies safety equipment for the electrical trade: personal protective equipment, insulating protective devices, test instruments, earthing and short-circuiting equipment, operating rods, and tools for overhead line construction and cable jointing.
The range sounds technical and it is – but behind it lies something very simple: anyone working on a live installation is relying on that equipment to hold. Buying decisions are therefore not made on price but on trust in the supplier.
Project definition
A supplier in this field has a credibility problem of its own kind: its products look like tools but decide whether people live. Overstate that and you seem unserious; understate it and you seem interchangeable.
Then there is the shape of the range. Eight product areas that sound similar to a layman and are clearly separate procurement processes to a buyer – here the navigation decides whether an enquiry happens at all.
Scope of work
Logo, visual identity, business cards and website. Since 2020.
The visual identity is deliberately matter-of-fact and avoids the sector’s usual imagery – no hazard colours, no lightning bolts. People who handle danger daily do not need reminding of it; they need a supplier who comes across as calm and dependable.
Every product area has its own route: personal protective equipment, insulating devices, test instruments, earthing, operating rods, signs and barriers, tools, overhead line construction. A buyer is looking for exactly one of those and does not want to go through the other seven.
Alongside the product view there is a second route: by sector. Someone working in power distribution searches differently from someone in rail operations – and finds faster what is approved for their work.
Business cards in the same hand as the website. In technical wholesale, business relationships still start at trade fairs and on site visits – and there, something gets handed over that goes in a pocket.
A website that gives a safety-critical range the calm it needs – and two routes into the catalogue, depending on how someone searches.
Tell us what you’re working on. A first conversation costs nothing and usually settles more than a written brief.
