Das neue Steinel Logo Das neue Steinel Logo im Rahmen des Markenrelaunch

STEINEL – ready for the next level

Beyond digitalization. Brand Relaunch STEINEL.


STEINEL, brand leader and technological pioneer in the fields of sensor lights, sensors and heat tools. We have been supporting the company as a branding and creative agency for eight years. The results achieved in partnership have been impressive, and the trust we have built up over that time has been invaluable. That said, the biggest challenge was ensuring the company was fit to face the future not just on the technological front, but also in terms of its brand strategy. The task was to conceive and implement a new, powerful and self-confident identity.


Hidden amid the patents and the understatement of eastern Westphalia, there was treasure to be unearthed. The company can point to a long history of innovations, some of which have given rise to wholly new product categories. All employees are continually working on new ideas: new technologies, new designs and new solutions. STEINEL is a company of and for inventors.

We chose to highlight this aspect: STEINEL – the inventors’ company. This positioning is a critical step forward in establishing a basis for a contemporary business that operates as a platform, along the lines of a campus. The focus is no longer solely on products, but now encompasses evolving ideas and solutions.

The branding strategy was followed up with the development of a fresh corporate design, complete with new logo. At the same time, a new communication strategy heralded a U-turn: out with conventional product promotion, in with personal stories and content. Leads became the currency behind a successful dialogue strategy focused on target groups.

Zwei Männer schreiben auf einen Flipchart Wolfang Benz
Zwei Männer sitzen an ihren Computern Vier Personen stehen vor vielen Zetteln in einem Büro
4 Personen stehen vor dem Steinel Messestand in einer Halle Ein Mann steht vor der Kamera und zwei Männer sitzen hinter Bildschirmen für die Produktion des Steinel TV Drehs
For almost 10 years we have been supervised by WERBEWELT and have subjected them to several pitches. Again and again they have convinced us and presented courageous concepts - the gap to the competitors was more than clear.
With the relaunch of our brand and website, WERBEWELT has shown what they are capable of achieving. Usability and customer experience are in perfect balance here, the brand presents itself better than before and shop sales are rising steeply. Many thanks for this achievement!
Martin Frechen, STEINEL executive management
Mockup Steinel Website Relaunch
Mockup Steinel Website Relaunch
Steinel Website Relaunch Mockup
Mockup Steinel Website Relaunch
Die neuen Steinel Print Produkte des Markenrelaunchs
Printprodukt des Steinel Marken Relaunchs
Steinel Markenrelaunch Printprodukt

WERBEWELT is responsible for the following communication areas of the company:

Brand consulting, corporate design, campaign creation, online concept and frontend development, UX design, e-shop planning and design, B2B and B2C public relations, packaging and PoS, and 3D communication (including trade fair concept and design).

Eine Frau trägt ein Shirt mit dem neuen Steinel Logo des Markenrelaunchs
  • 1.784

    hours booked for the relaunch

  • 9+x

    Reaffirmed as lead agency after 9 years

  • 7

    employees in relaunch team

  • 1

    key trade fair cancelled due to the coronavirus situation