Project description

GKN is one of the world’s leading developers and manufacturers of, among other things, drive shafts for almost all vehicle manufacturers in the world.

As part of the brand creation process, we developed the global positioning, including the brand steering wheel, for the IAM division of our client GKN Aftermarket.

Based on this, we fine-tuned the brand design, modernized the appearance and emotionalized it. We reduced elements and statements and brought them to the point. In keeping with the newly developed slogan “Spürbar besser” (noticeably better), the visual language features satisfied customers in an appealing, authentic workshop setting.

“Noticeably better” refers on the one hand to the products themselves (drive shafts, steering shafts, etc.), which you can virtually “feel” when driving, but on the other hand above all to the many services such as unique OE quality.

In addition, based on the persona dashboards and the global objective, we developed the worldwide communication strategy including sales funnel, touchpoints, measures, timing, etc.

In the meantime, we have already implemented a variety of measures analog, digital and social.


GBA - 2023

Special Mention – GKN Automotive Aftermarket
Brand Strategy – Image campaign „Experience better“


Sector/Products: Automotive, IAM, workshop business, worldwide
Customer since: 2021

Measures taken:

  • Persona Analysis / Persona Dashboard

  • Competitive analysis from a brand and communication perspective

  • Diverse brand workshops

  • Positioning including brand control wheel

  • Core message and key visuals

  • Further development/adaptation of the corporate design for the IAM

  • Development and implementation of advertising media classic, digital, social both
    below- as well as above the line. Among others:

    • Image brochure
    • Image ads
    • Media campaign
    • Brochures, flyers, sales presentations, training materials
    • Content website and UX/UI consulting
    • Workshop communication package
    • Various measures for dealer motivation
    • Online banner, Google banner set
    • Dialog marketing concept including mailing kit and give-aways
    • Press relations including press event
    • And much more.

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