Project description

NEW BOCAR – Digital brand strategy for a new era

Initial situation
BOCAR is a global company headquartered in Mexico with German DNA. It specialises in the development and manufacture of high-precision aluminium and plastic components for the world’s leading car manufacturers. BOCAR was undergoing a period of change: a new culture, a new strategy, new markets, new demands on its own brand identity. The goal was a comprehensive brand relaunch – including new positioning, brand architecture, corporate design, logo, slogan and visual identity.

Key challenges:

• How do we make the profound change – towards more humanity, openness and technological progress – visible in the digital space?
• How do we convey brand values such as trust, competence and innovation through design and user experience?
• How do we develop a flexible, globally applicable design system that combines recognisability with openness to the future?

Our solution
Under the guiding principle of ‘NEW BOCAR’, a new digital brand world was created over a period of 12 months – with a focus on a multi-stage website relaunch:
1. One-pager launch
In order to make the new brand identity visible at an early stage, a compact one-pager was first developed – fast, striking and attention-grabbing.
2. Global website relaunch
At the same time, the new, modular and scalable website was created. At its heart: a design system that conveys cultural and strategic change through imagery, structure and interaction.

Brand values brought to life digitally
The new web design puts people in the spotlight – as developers, engineers, innovators or production experts. Authentic scenes, high-quality moving images and modern photography make trust, technology and collaboration emotionally tangible.

BOCAR stands for cutting-edge technology – developed by people with different backgrounds, perspectives and skills. This diversity is now also reflected visually: modular colour tones, tailored to topics such as technology, sustainability and HR, replace the previous cool monochrome design. The result is a design that appears more human, approachable and significantly more versatile.

Result
The new website brings the new brand into the digital world and makes it tangible. It can be used globally, is flexibly scalable and has a clear message: BOCAR stands for technology designed by people – open, diverse and future-oriented.