XAL

XAL had to learn that too. The manufacturer of innovative LED lamps was copied by the competition and now it was a matter of concisely communicating what exactly makes the high-end lamps from Graz so special in addition to their technical quality. Everyone in the company could very much feel it – they just couldn’t express it yet. In a detailed positioning, we have worked out that the identity of the company has the character of an explorer: XAL always wants to venture further into the unknown, work on the limits of what is technically possible and thus achieve unprecedented solutions.

Like the metaphorical switch that was thrown, it was suddenly clear to everyone in the company what that meant for its brand communication: XAL’s corporate design plays with the unknown. Fittingly corporate publishing is reporting on people who are pushing the limits of what is technically feasible, be it in architecture or construction. So, everything came together once again: strategy, design and content. And then the avantgarde perhaps became a little less strenuous for XAL.