Making innovation and diversity visible
Challenge
ceramitec is the world’s leading trade fair for industrial ceramics – with a strong market position, but a brand presence that no longer reflected the industry’s innovative strength. Ceramics today are far more than traditional tile or sanitary products; they are high-performance materials with critical relevance for future technologies – from medical engineering to aerospace. This forward-looking spirit and multifaceted potential were to be made visible in the brand identity.
Our mission: to reposition ceramitec as an international platform for industrial innovation – technological, progressive, and future-oriented. The creative framework was deliberately narrow: the logo remained untouched, and key brand elements such as the signature red color had to be preserved.
The challenge: to create a modern, attention-grabbing appearance that feels familiar – while telling the story of ceramics’ new relevance, without alienating the existing target audience
Brand Design for the next generation of industrial ceramics
Solution
The design implementation leveraged several strategic levers:
We developed a modular, cross-media design system based on simple geometric shapes – inspired by the square in the logo. This resulted in a visual language that is both flexible and distinctive.
The centerpiece is the new key visual, which stages ceramics as a forward-looking material. Abstract, partly animated shapes and surfaces spark curiosity and hint at the wide range of ceramic applications – without drifting into illustration. The new brand identity is complemented by digitally optimized typography and a clearly structured color palette, giving the brand more freshness, precision, and contemporary appeal.
In parallel with the design launch, an attention-grabbing campaign was developed to spotlight the new brand identity. Using AI-generated visuals, ceramic materials were placed in unexpected, hybrid contexts – for example, through the visual fusion of ceramics and food. These motifs play with contrast, curiosity, and a touch of disruption, showcasing how surprisingly multifaceted the material can be. This approach didn’t just introduce the new design language – it made it tangible and experiential.
The case covers all key disciplines of brand design: From strategic repositioning to the visual concept and system, all the way to concrete implementation across trade fair media, digital formats, and brand communications. A particular focus was placed on the development of the key visual and the new graphic system.
The goal: to make a real creative leap while preserving the integrity of the brand.
