MUEGGE develops microwave and plasma technologies at the forefront of the industry and drives global industrial processes with innovative power. But how can the hidden champion communicate its self-image digitally?
Energy that makes waves
Design at a molecular level
The aim was to create a digital brand experience that consistently combines high-tech with a human touch. However, it became clear early on in the design process that the transformation had to take place at all levels to achieve a coherent outcome. The major challenge was to harmonise every detail, from the visuals to the tonality, and to find the way back from the small details to the big picture.
User guidance split at the core
As a central communication element, the new website was clearly the focus of the project. In addition to integrating several languages for international visitors, it was also necessary to segment the offering and the associated target groups with regard to the user experience: On the one hand, we profiled engineers who consider MUEGGE as a partner for individual system development and, on the other hand, customers who only want to receive information about standardised products.
Elements in motion
The historic MUEGGE logo with its characteristic curves was broken down into its visual molecules and constructed into a modern ‘M’ mark with a high recognition value. Meanwhile, on a textual level, a new approach ensured differentiation, enriching technical conciseness with approachable, personal impulses. A powerful new slogan to match, reflecting the rethink towards customer centricity: ‘Power to your Projects’
Energy and strength, impactfully visualised
The dynamic molecules also recur in digital and analogue layouts and characterise the lively design language of the corporate design, sometimes as graphic style elements in a wavy movement, sometimes as a concentrated logo. Dark blue colouring in the background conveys exclusivity, picked up by a typography that stands firmly, securely and confidently in the room. The visual language is rounded off by high-quality images that place people in the foreground and invite to work together.
Digital sparks ignite
The transfer of the corporate design to the web also required a sure instinct: the elements of the brand design were transferred, bundled in the digital layout and refined with subtle animation. Forward-looking strategic planning and perfect teamwork ultimately led us to a web presence that presents MUEGGE in an approachable way between complex technology and human expertise.