Superblau redesigned the brand identity for a medium-sized German distributor of radiology and medical practice supplies, so that the core values and cultural character of a company that has grown over 30 years are once again clearly visible. In brand storytelling and creative workshops, we worked together to sharpen the brand story and ensure that Website and branding meet customer needs precisely.
Beckelmann has been the preferred supplier for more than 2,000 practices and clinics in Germany and Switzerland for over 30 years. However, the broader the product range and the longer the success story, the faster the original identity becomes blurred behind product logic and established structures. This is exactly where our task began: We had to recharge the brand without losing the brand essence - and build a bridge to a changed target group that has different expectations of a B2B partner today than it did ten years ago.
A brand relaunch that makes the company's values clearly recognisable again: Hidden assets such as service and network, reliability in delivery and a partnership approach – which had previously only been palpable in conversations with the sales team – should become visible at every touchpoint. And: A website that addresses not only radiology practices and clinics as customers, but as partners, making them’s everyday practice life easier.
A company that has grown over three decades with a brand that no longer adequately conveys its core values.
Brand and product storytelling to sharpen the brand story and as a foundation for corporate design and website relaunch.
Our approach didn't begin in the design studio, but in the workshop. In facilitated brand and product storytelling sessions, we worked with the Beckelmann team to identify the core of the brand – beyond product catalogues and USP lists. This transformed Beckelmann from a mere „supplier“ back into what it had always been: a reliable partner who thinks ahead, advises, and helps radiologists focus on what matters most – medical diagnosis.
This work resulted in a brand story that emphasises the promise „We deliver and advise. We support you.“ is not just a slogan, but is woven into the entire brand identity as a lived attitude.
The website was conceived from the radiologist's perspective right from the start: Who is under deadline pressure? Who needs quick, clear answers? Who doesn't want marketing-speak, but real help? Headlines such as „When will you become a feel-good practice?“ and „We understand radiology“ start exactly where everyday practice life takes place - and guide users step by step to concrete solutions without overloading them with functions.
The visual system is straightforward, stable, and yet not arbitrary: clear typography, a restrained colour system, and a calm visual language that radiates rationality – and at the same time has an activating effect.
The brand relaunch has given Beckelmann an identity that radiates the company's self-image at every touchpoint: straightforward, stable, but not arbitrary. Rational, but activating. The new brand makes it possible to make the partnership-based thinking that has characterised Beckelmann in sales for decades visible digitally as well.
The brand story developed in the workshop is more than just a marketing manual: It is the strategic bracket for all other touchpoints. The launch of the website was followed by the development of new trade fair communications and other sales materials - each based on the same clear brand essence. The result is a consistent brand presence that can be scaled as the company grows - and that further consolidates Beckelmann's position as the preferred partner for radiology and practice supplies.
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We look forward to hearing from you. Write to us or book an appointment directly.
Book a video call with Marco Barooah-Siebertz via Microsoft Teams at your desired time
