Innovation rooted in tradition.
In a comprehensive process, the entire brand was put under the microscope. The result of this intensive work was a strategic reorientation of the brand’s communication, in which significance becomes the cornerstone.
Working together in a spirit of cooperation, we laid the strategic foundations for defining the direction of the Schneider brand up to 2030.
Brand values in action: the value mine
The existing brand values were subjected to a comprehensive critical analysis. Subsequently, through collaborative teamwork, the existing brand values were re-clustered and given a sharper focus. At the same time, with an eye to the future, a single, concise and emotional brand essence was defined: when you pick up a pen and jot something down, record it or highlight it, it is something important. Significance thus becomes the overarching guiding principle and the central message of the entire brand communication.
Function becomes significance
Schneider doesn’t just produce reliable writing instruments. This long-established brand gives people the opportunity to create something meaningful with them: passionately, responsibly and with focus. The slogan ‘Make it matter’ is therefore both a statement of intent and a mission.
Brand voice
The brand identity is expressed through a distinctive brand voice – meaningful, authentic and consistent across all media. The brand values shape the brand voice, but the emphasis can vary within this framework. For example, the cover story in the product catalogue tends to highlight more passionate aspects, in contrast to the more focused tone of a press release.
One strong brand – three product ranges
Recording important information, expressing thoughts, highlighting key points, bringing creative ideas to life: writing has many different facets. This diversity is also reflected in our product range. The Writing & Marking, Makers Line and Promotional Writing Instruments ranges are now unified under the names Write, Create and Promote.
