Thyssenkrupp Steel Design & Branding AT THE CENTER OF INNOVATION by Kms Team

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AT THE CENTER OF INNOVATION

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Industry Business equipment & services, Corporate Image
Media Design & Branding
Market Germany
Agency Kms Team
Designer Jessica Ziemer
Released December 2011

Credits & Description

Category: Large Business - international or global scale
Advertiser: THYSSENKRUPP
Product/Service: INDUSTRIAL GROUP
Agency: KMS TEAM
Managing Partner: Knut Maierhofer (Kms Team)
Team Manager Design: Patrick Maerki (Kms Team)
Senior Designer: Hendrik Weber (Kms Team)
Designer: Jessica Ziemer (Kms Team)
Text And Conception: Sebastian Berger (Kms Team)
Client Manager: Dirk Weiss (Kms Team)
Project Manager: Joana Schmidtjansen (Kms Team)
Production: Christina Baur (Kms Team)
Production: Alexander Walz (Kms Team)
Final Draft: So-Tsong Vandré (Kms Team)
Final Draft: Bernd Müller (Kms Team)
Media placement: Annual Report And Yearbook - Distribution To Shareholders, Analysts And The Financial Media - 02.12.2011

Describe the brief from the client
The project involved developing the 2010/2011 annual report for ThyssenKrupp, a diversified industrial group listed in the German DAX 30.

Describe the challenges and key objectives
Instead of featuring the usual section on the corporate image, a separate yearbook was to be created to guide all corporate communications. The context of this work is the strategic development of ThyssenKrupp from a steel company to a provider of technical solutions for several different industries. The aim was to use the annual report and yearbook to communicate the new corporate strategy: namely to facilitate sustainable growth in many industries with innovative technical solutions.

Describe how you arrived at the final design
The annual report and yearbook highlight engineering as ThyssenKrupp's main area of expertise and show that the group, with its strategy and product portfolio, is in an ideal position to lead the markets of the future. Stories show how the company enables progress while conserving resources.
A key visual symbolises the universe of ThyssenKrupp and reflects the group’s strategy. The radiant core of the key visual is engineering, the company’s main promise. 3 surrounding disks represent the company’s main fields. The polygonal structure illustrates ThyssenKrupp’s core competence in technology, and lines and connecting points stand for sharing creative energies.