Kubota Brabender Technologie GmbH is one of the world’s leading manufacturers of gravimetric and volumetric feeders with high-precision digital weighing technology for bulk materials such as granules, powders, liquids, and fibers from all industrial sectors. The company has 65 years of expertise in the continuous development of its universal and special feeding systems, controls, and discharge aids – since 2022 as a subsidiary of the Japanese Kubota Corporation. The broad portfolio consists of loss-in-weight feeders, weigh belt feeders, single and twin screw feeders, weigh feeders, vibratory bin activators for silos and hoppers, bulk bag dischargers for lined and unlined bags, and bulk solids mass flow meters. Kubota Brabender Technologie offers its individual service and consulting services on all continents and locations through a global network of branches and representatives.

The online magazine Digital FLUX was not intended to be a twin, but rather a complementary digital sister to the customer magazine established in the bulk solids industry. Previously, the company had various digital channels, such as the website, special microsites like the career page, or a media channel for informative content. These had to be conceptually analyzed, evaluated, and reorganized. In particular, the different target groups of the online offering had to be analyzed to meet the respective requirements for the internet presence with clear structures.

The design was to be in an appealing magazine style. It had to adapt to the company’s familiar corporate design while taking into account the corporate colors of the new parent company Kubota Corporation. To avoid distracting the reader, disruptive elements had to be eliminated, and the focus clearly placed on the texts and articles. In particular, the homepage and menu navigation were to feature a clear and reduced layout for this purpose.

An online magazine offers the advantage of short-term feasibility and high flexibility in topics. The existing high-quality content was prepared with web and SEO aspects in mind, significantly increasing search engine relevance.

Based on the different user groups, we revised and adapted the structure in close coordination with the client. The principles of corporate publishing, which apply equally in the digital world, were optimally incorporated into the magazine character of Digital FLUX. Short and concise category names (“speaking”) ensure a quick overview and short, clear click paths to relevant articles. All topics were strategically selected from previous FLUX issues in close dialogue with the client. For the online magazine, they were linguistically adapted and meaningfully supplemented with existing content such as videos and digital brochures.

The focus of the UX design was on easy handling for the reader and a straightforward structure: Instead of cumbersome menu navigation, there is a homepage where current and important articles from each category can be found. In addition, the company receives valuable information about its readership and user-relevant content through the tracking and analysis tool of Digital FLUX. These insights can also be incorporated into the strategic placement of new topics.

A clear visual language, a modern design, and a layout reduced to the essentials greet the reader of Digital FLUX. Well-structured and with a friendly magazine character, it invites the user to delve into the depths of the high-quality content specially prepared for the online version. Related articles can be quickly found through the clear assignment of categories. In addition, the reader is referred to further interesting articles in each post.

At the same time, the online magazine enables a detailed evaluation and analysis of reader interests. Based on this, data-driven strategic editorial planning for the magazine can be carried out, which is coordinated with other communication channels.

The Digital FLUX will meaningfully complement the print magazine, which will continue to be published, with exclusive articles throughout the year. The new online magazine creates the basis for a sustainable content marketing strategy.