Demag Plastics Group, a top player in injection molding technology, asked WILDDESIGN for our 360 degree design support to strengthen and extend their brand influence in the Chinese market without losing their heritage. Coming from an illustrious history with several joint ventures, Demag’s corporate identity had had its twist and turns of their visual identity and logo designs.
With WILDDESIGN’s 360 degree design, we started by reviewing all marketing and communication activities, from brand strategy to exhibition design. Extensive research, including internal (staff interviews) and external (market and competitor mapping) helped us create deeper insight in Demag Plastics Groups operations and challenges. WILDDEISGN is now acting as the external marketing department for Demag, providing sales and marketing material throughout the year, such as visual identity, newsletters, catalogues and advertisement designs.
We also oversee all exhibition design. In April 2012 we completed the exhibition design and management of the construction of Demag’s two-story booth at Chinaplas, totaling 375sqm. In the hectic environment of plastics manufacturing machinery, WILDDESIGN's challenge was to distinguish Demag Plastics Group from its competitors, while housing six fully operational injection-molding machines. The booth design focused on people flowing in and out, while providing low-traffic areas for meetings and relaxation.
As an ad-hoc project we were also asked to re-design Demag's Ningbo HQ reception area. As when dealing with exhibition design, the first objective was to rearrange the floor plan to better utilize the use of space, as well as a facelift to better align the company’s international corporate and visual identity.
Step by step, WILDDESIGN is building up Demag Plastic Group’s new localized corporate and visual identity, assuring consistency across all communication touch points. Going on our second year of this 360 degree design service, we are responsible for planning and fully executing all quality control. Demag product and brand recognition have shown a corresponding increase.