ABB Rebranding

Challenge

ABB organized a dedicated in-house system to gather all the companies working on this particular project, to enable flawless communication and successful collaboration between the sides, on a daily basis.

This turned out to be the best solution and the easiest way to delve into the topic.

Joining the client and all partners, and going through the drafting/conceptualizing/correction processes together ensured a close business relationship with the people involved including ABB and its Global Management Team, Meta Design, Globe One, and ServicePlan.

A date for delivering all the basic brand principles was set for March 2017 with the assumption that all the other major touchpoints will follow.

The dates defined our further tasks. Many business areas that haven’t been covered by the principles had high visibility and needed to be adapted. Apart from supporting the principle development, we became involved in adapting graphic materials to the new branding rules.

These projects became the lighthouses. We supported Hannover Fair, one of the biggest events where ABB has its strong presence.

For that occasion, we developed several animations, giving the foundations for ABB’s new animation style. We have been also developing 3D style from scratch and adapted it for many high-visibility projects like events, showrooms, and other various video and application touchpoints.

Once the style for basic elements was established, Admind has continued developing new ways of visual thinking and communication, that go with brand key strategy – DIGITAL FIRST.

We have implemented the power of simplicity to any new visuals so that they became clear and subtle.

Solution

Following the ‘Digital First’ rule, we developed a set of pixel-perfect pictograms and a new look for the system isometric illustration.

We also supported Landscapes development, which was designed to present every area of the ABB industry in a modern and interactive way. The backgrounds and colors have been lightened to emphasize one of the key ABB messages – unlimited space for innovation.

Our presence at the Client’s location and close collaboration continues as the process of brand development, rebranding, and migration is still progressing. Nevertheless, even now the memory of this ever-so-expanding project still makes us shudder of excitement and seems to us as a huge amount of work and a big success in the end.