Project description

Transforming a brand. Not just its design.

For us, rebranding doesn’t start with design. It begins with the question of what a brand stands for, who it aims to reach—and what role it should play in the future.

For KW suspensions, we therefore began by taking a deep dive into the brand, the market, and the competition. Our starting point was the brand’s vision, mission, and relevant target audiences. Building on this, we analyzed the market and competitive landscape, identified opportunities for differentiation, and sharpened KW suspensions’ position within KW automotive’s “House of Brands” architecture—clearly distinguishing it from the other brands in the portfolio.

This strategic work resulted in a precise brand foundation: positioning, differentiation, core values, customer promises, and brand voice were defined and consolidated into a consistent overall image within the brand steering wheel. The brand book clearly positions KW suspensions as a premium brand and reinforces its positioning in the brand essence: “Disruptive technologies for discerning customers.”

Strategy became identity.

Building on this foundation, we reimagined the brand and developed a distinctive brand design: from the logo, color, and typography systems, through design principles and tone, to a distinctive visual identity. The tagline “TRANSFORMING SUSPENSION TECHNOLOGY.” captures the technological and transformative ethos of KW suspensions.

One brand. Different needs.

The various product ranges appeal to different target audiences—from comfort-oriented daily drivers to performance enthusiasts and professional motorsports. That’s why we’ve differentiated the communication for Street Comfort, Street Performance, and Track Performance, defining unique headlines, messages, visual styles, scenarios, vehicle types, and protagonists for each range. This ensures that the communication meets the respective needs without losing the shared identity of KW suspensions.

The new visual identity consistently translates this strategy into visual experiences: from everyday urban life to dynamic country roads to the racetrack—always with a shared commitment to precision, performance, and premium quality.

Identity became a system. And the system became concrete communication.

We ultimately rolled out the new brand identity across all relevant touchpoints: from advertisements and digital communications to product and POS materials, as well as banners, displays, flags, and trade show booths.

The result was not simply a rebranding that looks different, but a brand in which vision, mission, target audiences, positioning, communication, and design are consistently intertwined—and which confidently and distinctively conveys its technological leadership to the outside world.

TRANSFORMING SUSPENSION TECHNOLOGY.