Changing an icon without changing the icon

A red tool box at a construction site – that's definitely Hilti. You don't mess around with icons like this one. And yet we were able to make it a bit more modern and accessible. 

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The logo remains virtually unchanged, but has been optimized for use in digital media. For all other elements of the corporate design, the following applies: less technology, more humanity! Because two thirds of Hilti's employees work in customer service. We put the focus on their honest consulting expertise: with warmer colors, an authentic visual style and statements that get straight to the point.

All assets for the brand change were integrated into an easy-to-use brand portal: this is not only aimed at brand users, but also raises awareness of the new corporate strategy among all 27,000 employees worldwide.

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Executive Creative Director

Mail to Norbert

Director Consulting

Mail to Swenja