Providing a Home for Generations
osma is repositioning itself: After over 100 years as a generalist, the Osnabrück-based company is now specialising in lifts for residential buildings. In the course of this, an entirely new product category was developed: residential lifts. We have supported osma on their journey. After all, a strategic repositioning must be reflected in a new, meaningful and consistent visual identity to have its full impact on the market and within the company itself.
Repositioning for residential buildings
osma Managing Director Jens-Albert Schenk explains: »We brought KMS TEAM on board to transfer our unique positioning into an equally distinctive visual identity. The challenges involved included understanding the strategic idea and helping us to achieve the greatest possible differentiation on the market – and KMS TEAM did this brilliantly.«
The challenges involved included understanding the strategic idea and helping us to achieve the greatest possible differentiation on the market – and KMS TEAM did this brilliantly.
The challenge: clear points of differentiation
Our starting point was osma's new positioning and clearly defined purpose: to provide a home for generations. The shift towards a »silver society« and ongoing urbanization continue unabated, leading to an increasing scarcity of housing. If no new living space can be developed horizontally, the solution is to build vertically. osma aims to make this space accessible to all generations through specialized residential lifts: barrier-free, ultra-quiet, homely, and quick to plan.
Fortunately, osma decided to embrace a bold rebranding that reflects their equally bold repositioning.
Bold rebranding with a strong logo
We translated the clearly defined brief into an identity that is equal parts surprising and logical: The stork, or »Meister Adebar,« the bringer of good luck who, according to tradition, delivers newborns and makes his home on residential buildings, is the new logo and key differentiating feature of osma.
KMS TEAM Düsseldorf Director Jürgen Adolph describes the new visual identity: »Fortunately, osma decided to embrace a bold rebranding that reflects their equally bold repositioning: a new colour, corporate font, unique imagery and illustrations, and the idea behind the stork, called »Meister Adebar«, whose name is based on an old German word for »lucky charm«. This charming metaphor is both surprising and works on many levels: Being above, living, children/generations, happiness and good luck – making it the ideal logo for the new osma.«
In addition to the friendly, self-confident stork, we defined a corporate font for the company as well as an illustration style, colour scheme and brand imagery. We incorporated all of this in a consistent overarching design system.
The project shows that clear prerequisites, objectives and courage on the client side are just as important to achieving groundbreaking results as the work an agency does to produce outstanding creative output and translate it into a consistent, effective identity for the brand.
osma
osma is a family-owned company in its fourth generation. The company specialises in the manufacturing and servicing of high-quality lifts for residential buildings, employs nearly 600 people across Germany, and generates an annual revenue of more than 93 million euros.
