ERL Immobiliengruppe
ERLBAU was a solid medium-sized and family owned business and was facing the challenge of a changing corporate purpose and image, initiated by a generation change in the management. The construction division was now just a part of the business. ERLBAU was project developer, investor and offering the full value chain from developing and building large barrier-free properties to marketing and managing these. Operating solely in Niederbayern until then, the company was starting to expand its business to other areas of Germany, playing in the big ones.
Approach and results
So it was only logical to drop the component „Bau“ from its brand. To emphasize the growth of the company, we added „Immobiliengruppe“ instead. This change should be reflected in ERL’s external appearance and thus a big redesign went with it, which was rolled out step by step in all digital channels and print material. Consequently, the new company headquarter was included in the design process, too, and also a big campaign for ERL’s 40th anniversary. While no stone was left unturned, the color red was an integral part of the company DNA and was kept in a more modern tone. The relaunch was received very positively and contributed to the strong growth over the next years. A particular challenge was, that the external appearance is very diverse: There’s of course the company website and all digital sales challenge, there’s display ads, exposés, brochures, flyers and there’s construction boards as well as our fleet of vehicles. Despite having just a small team at hand we could rollout the redesign in three clearly defined phases, most of it inhouse.
Brand elements
No stone was left unturned. The word/image mark was completely redesigned, the ERL progress arrow and roof element introduced as a new icon and geographical element to play with. The new typo was grotesk, namely Franklin Gothic. Red was firmly entrenched in the company’s DNA and thus kept, only slightly modernized. Accompanied by various grey tones and a contrasting bright green for call-to-action elements.
