One brand, four colours
Heating, bathrooms, ventilation and service each got a colour – as parts of one brand, not as four brands. Anyone moving through the site always knows which area they are in, without the business falling apart into pieces.
Stadler Energietechnik in Finningen near Dillingen plans, installs and services heating systems, biomass systems, bathrooms and ventilation. An owner-run master craftsman’s business that stays with its customers for decades – from the first consultation to the emergency call-out at three in the morning.
- Sector
- Heating, plumbing and energy technology
- Period
- for 4 years
- Engagement
- Brand building, website, print and recruiting
- Website
- stadler-energietechnik.de ↗
Brand profile
Stadler Energietechnik in Finningen is a master craftsman’s business – the German qualification that licenses a trade – for heating, bathrooms, ventilation and air conditioning, and therefore for everything in a house that should be warm, cool or clean. For over 15 years the firm has planned, installed and serviced systems across the region.
The business is in the middle of an upheaval nobody chose. Where a heating system used to be replaced by one of the same kind, today there are decisions about systems, subsidy applications and twenty-year calculations. The firm that can explain that wins the job.
Project definition
A trade business with four fields has a problem of presentation: someone looking for a heat pump is not interested in bathrooms, and someone planning a bathroom is not interested in ventilation. A single combined overview becomes half an answer for everyone.
Then there is the question that now decides the future of businesses like this: where do the people come from who install all of it? Skilled workers are scarcer in the trades than jobs are – and they choose the business that has something to offer them.
Scope of work
Brand building and visual identity, web design, print media and recruiting. For four years.
Brief
Heat pump or pellets, which subsidy, which hydraulic balancing: for homeowners the decision has become hard to survey, and subsidy rates change faster than brochures can follow. The site had to give orientation without letting the firm itself disappear behind the technology.
The solution
Every division with its own way in
Instead of a list of services, each field gets its own section: the heat pump with its technology, the bathroom with its pictures, ventilation with what it does for you. Somebody considering a heat pump does not have to go through the bathroom range first.
Subsidies as a page of their own
“Maximum subsidy – we take care of everything.” Whether a system pays off depends on the subsidies, and for a layman they are almost impossible to see through. The firm that takes that work off their hands removes the biggest obstacle – that belongs at the front, not in a subordinate clause.
Print for the region
A trade business works within a few kilometres. There it counts how often people see the name – on the van, in the local paper, on the document that stays on the kitchen table after the consultation.
Finding staff
We handle the search for skilled staff as well – advertising, outreach and the employer presence. In the trades this has become the more expensive task: there is plenty of work, and not enough fitters.
Outcome
A website with room for four divisions without any of them obscuring the others – and a business that advertises not only for customers but for the people who install their systems.
