CLIENT

Hammer Aluminium Industries (HAI)

PROJECT

Integrated communications concept

BRANCH

Aluminium

PROJECT SCOPE

Brand repositioning and development of a new brand appearance, key visuals, image video, capability video, CEO
video, website relaunch, corporate presentation and recruiting ads.

The task: A dynamic rebranding

After extremely rapid and dynamic growth in recent years, HAI (Hammerer Aluminium Industries)headquartered in Ranshofen, needed to reposition its brand: a new, even more dynamic, and sustainable brand identity was required to lead HAI into the future.

"Dynamic and Sustainabiliy first" - this became clear immediately after SPS MARKETING's first brand workshop with the management team. Our aim was to harness all the existing potential and focus on a few, clear messages. The goal was to emotionalize the HAI brand and the material aluminum - also with the help of people. At the same time, communication-wise we were to focus on a strong diversification towards the transport, construction and industry sectors.


The solution: "Expect more!" as a clear promise.


The new look is based on a complete repositioning of the HAI brand: a hidden champion in the aluminum industry with sustainable solutions along the entire value chain of casting, extrusion and processing.

The four pillars of Technology, Dynamics, Partnership and Sustainability and the clear promise: "HAIend Aluminium Solutions for a sustainable Performance" underpin the management's ambitious goals. HAI consistently sticks to its vision and aims to become the most dynamic and sustainable provider of aluminum solutions in the future. As a result, the existing claim “Expect more!” remained. It underlines both high standards and continuity.


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Website in focus


The main communication platform is and remains the HAI website. It was completely redesigned, including the careers section, and emotionalized with dynamic imagery, dynamic content and video. The new image film, a capability video and CEO Rob van Gils’s very personal video statement show in a likeable way where HAI's rapid journey in the aluminum industry is headed in the future.

Multisensory brand experience


The appearance at the Aluminium 2022 trade show in Düsseldorf provided the ideal platform for creating a comprehensive brand experience with relevant messages. In collaboration with Designcompany from Munich, a concept with high design standards was created: characterized by a reduced design language and clear typography, with a trade fair visual showing a city of aluminum products in animated form, and with aesthetic nature images of a dandelion in black and white that subtly alluded to the theme of sustainability. A whole package including landing page, social media posts and newsletter.


Brand repositioning through emotionalization:

We anchor relevant messages of the Hammerer Aluminium Industries brand and the material aluminum on an emotional level - focusing on a strong diversification into the transportation, construction and industry sectors.

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With this entire project, we have shown that we know how to position hidden champions, give them a contemporary appearance, formulate relevant messages, and use digitalization and video to showvase them emotionally. Working with HAI was fun from the very first moment and was always on an equal footing.

GERHARD PRESLMAYER

CEO & Certified Employer Branding Manager

SPS MARKETING GMBH

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From the very beginning, the process with SPS MARKETING had the right "flow" - both strategically and creatively.

ELFRIDE DICKER

Assistent to the Management & Marketing

HAI Group

VIDEO

CORPERATE

VIDEO

CEO interview

VIDEO

CAPABILITY

Ready to TransFORM?

Talk to us

Tamara Grünzweil
SPS MARKETING Linz | Stuttgart
CEO
Gerhard Preslmayer
SPS MARKETING Linz | Stuttgart 
CEO
Thomas Catulli
SPS MARKETING Linz | Stuttgart 
CEO

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