GENERA

Positioning, Brand Strategy, Corporate Identity, Social Media

What is it we particularly like doing at brand unit?

Researching and asking questions until we discover the essence of a brand. Working with the Viennese 3D printing startup, we were allowed to do just that. What was particularly exciting: Genera has just been founded and their brand identity had not yet been sharpened. In a field in which a few ‘Goliaths’ are on the move, a ‘David’ has to put in a lot of elbow effort to spread out and find their positioning. But what works even better than elbows? Brains.

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So first we asked a few important questions: What makes Genera special? What is their USP? What is the vision of the company founders?

All this information forms the base of our strategy – brand strategy says the textbook – Now what sets Genera’s brand communications apart: transparency and information. In an otherwise often non-transparent industry that likes to keep details of the printing process a secret, Genera is open and distinct. We have implemented this strategy vigorously: clarity and transparency are echoed in their corporate identity and design. The website mirrors the structure of a trade journal. Armed with this, Genera begins the revolution in 3D printing. And you do know how the story of David and Goliath ends.

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CREDITS

Positioning: Albert Handler, Alexander Heuken
Creative Direction: Albert Handler
Art Direction: Alex Wallner
Video: Alex Wallner
Text: Alexander Heuken

CREDITS

Positioning: Albert Handler, Alexander Heuken
Creative Direction: Albert Handler
Art Direction: Alex Wallner
Video: Alex Wallner
Text: Alexander Heuken