Taking home mobility to the next level
Client
thyssenkrupp
Project
The Access Global Rebrand
Services
Sector
The Brief
The challenge here was not only to refresh and evolve the brand but to also clearly distinguish it away from the parent brand of thyssenkrupp. With an award winning product line that reaches from mid-tier to luxury, there was also clear opportunity to elevate the brand from a potentially clinical feeling mobility look, into to a more aspirational lifestyle space.
Access BDD make life easier by supplying stairlifts, homelifts and platform lifts to dealers across Europe, South-East Asia, the Middle East & North Africa. With a mission statement of “Access everywhere, for everyone” their brand is built around a core of empowerment through innovation.
The Solution
Access previously carried the suffix BDD (business development division). As they are now establishing themselves as a separate personality to thyssenkrupp this was the first thing to jettison. The simplification continued with a neutral black and white palette, two cuts of a custom designed Access typeface and an elegant integration of the previous arrow logo inside an all new vertical wordmark.
Taking home mobility to the next level
The Brief
The challenge here was not only to refresh and evolve the brand but to also clearly distinguish it away from the parent brand of thyssenkrupp. With an award winning product line that reaches from mid-tier to luxury, there was also clear opportunity to elevate the brand from a potentially clinical feeling mobility look, into to a more aspirational lifestyle space.
Access BDD make life easier by supplying stairlifts, homelifts and platform lifts to dealers across Europe, South-East Asia, the Middle East & North Africa. With a mission statement of “Access everywhere, for everyone” their brand is built around a core of empowerment through innovation.
The challenge here was not only to refresh and evolve the brand but to also clearly distinguish it away from the parent brand of thyssenkrupp. With an award winning product line that reaches from mid-tier to luxury, there was also clear opportunity to elevate the brand from a potentially clinical feeling mobility look, into to a more aspirational lifestyle space.
Access previously carried the suffix BDD (business development division). As they are now establishing themselves as a separate personality to thyssenkrupp this was the first thing to jettison. The simplification continued with a neutral black and white palette, two cuts of a custom designed Access typeface and an elegant integration of the previous arrow logo inside an all new vertical wordmark.
Access for all
With a more recessive palette, interest and personality would be drawn predominantly from imagery and the letterforms themselves. To achieve the right luxury tech feel, the typefaces needed to be as highly engineered as the products themselves, so we custom built them in-house. In the first cut, structured monospace letterforms are separated to form crisp industrial stencil-like silhouettes. The second uses outlines reminiscent of overhead architectural plans, letters echoing the shapes of rooms, with the end of their stems opened up to allow access.
Less is more
To help amplify the more aspirational new luxury-tech feel of the brand, we completely rethought the art direction of imagery. Additional photoreal CGI settings were also developed, all with just the right modern minimal ambience, allowing the viewer to focus on the product. Where detail and functionality needed to be highlighted, new isolated renders were created and blended with photographic assets to show product in use.
“What we’ve created is a fusion of consumer technology brands and luxury interior design, giving us something that we think is a really fresh. It's a unique brand for the home mobility market. We were delighted with the reception the new brand received, and we’re excited about what it means for the future of Access BDD and our partner network.”
Adam Wakes
Marketing Manager, Access
