Scholten, C.A. (Cas)
Improving brand recognition by consistently representing brand values in a tangible design
At: SES International B.V.
The addressed challenge was that when SES packages products on behalf of a different brand, the most prominent visual elements of the brand, such as its logo or colour palette are utilised instead of SES's, causing branding for SES to be challenging.
The outcome of this thesis is a strategy that decides how and to what extent each brand value of SES is represented. As a result, SES consistently represents its brand values for each product it produces. This consistency will make customers repeatedly encounter the brand values in the same way, which over time makes customers link them with SES. This creates a subtle visual representation for SES, without overpowering the different brand's most prominent visual elements. In the end, this outcome was applied to redesign the compressor system.
Exam date: 09-01-2024