What is the company's profile

Manufacturer and installer of industrial flooring systems, established through the merger of two companies—Lainer and Turkus.

‍

What is the extent of tasks

A        Brand Personality (Market Landscape Analysis, Current Brand Analysis, Industry Analysis, Corporate Culture Analysis, Company Analysis, Product/Service Analysis, The Big Idea, Brand Positioning, Brand Strategy, Brand Story, Brand Character).

B        Brand Language (Domain Naming, Slogans/Claims, Key Messaging, Descriptor, Tagline, Brand Tone & Voice, Brand, Brand Statement, Brand Storytelling, Brand Anthem, Brand Sales Writing).

C        Brand Appearance (Visual Needs Analysis, Brand's Visual Expression Concept, Information Architecture, Functional Design Systems, Brand Art Direction, Logomark, Logotype, Iconography, Brand Visual Architecture, Brand Color Palette, Brand Typography, Brand Graphics & Patterns, Imagery & Photography, Branding Guidelines, Grids, Brand Collateral, Stationary, Web & Digital Design, UX/UI Design).

‍

What are the objectives

A        To structure brand architecture by defining the post-merger master brand and sub-brands.

B        To develop a brand positioning strategy with clear verbal and visual communication.

C        To increase growth potential by changing the company's image from local to global.

How we achieved the objectives

ad A        The brand's architecture is minimal, combining two entities into one. Abandoning the structure of a master brand and sub-brands has reduced long-term operational costs and decreased marketing communication expenses, while simultaneously enhancing its efficiency.

ad B        Brand positioning leverages competitors' weaknesses, namely their focus on the product rather than addressing consumer issues. The communication strategy prioritises portraying Turkus+Lainer as a dependable business partner and advisor (rather than a producer), ensuring seamless operational activities through high-quality industrial flooring. These floors—both literally and metaphorically—form a stable foundation for the customer's business. All this is achieved through messaging such as 'Stand firm' or 'Secure assets, stable operations,' as well as monumental, almost brutalist aesthetics of visual design—including the vertical placement of the logo and a perspective that portrays growth.

ad C        The global character of the brand is a natural outcome of the adopted language and aesthetics. There are no localisms or other cultural influences. The communication style is universal, yet distinct to the brand. Key messaging and visual elements signify the brand's strength and confidence. The top-quality brand design also positions the company among the leading international players.