Monforts is one of the world market leaders for textile finishing machines. Founded in 1875, the company is recognized in this field as one of the most innovative manufacturers with new, high-performance, and resource-efficient technologies and universally applicable systems. With its comprehensive product portfolio, Monforts offers customized solutions from a single source for a wide range of finishing tasks. The machines are designed for woven and/or knitted fabrics as well as for nonwovens. The textile specialist also offers specially adapted finishing systems for denim or technical textiles. The headquarters in Mönchengladbach also houses the Advanced Technology Center (ATC), where new processes and technologies are developed and tested.

Initially, we conducted a strategy workshop with numerous participants from various departments of the company. The collaboratively developed answers and in-depth information to our questions created a comprehensive overall picture of the current situation within the company. Based on the evaluation of the workshop and an analysis of the competitive environment, we developed the brand core and defined the company values.

Although Monforts is an established traditional brand, the brand presence and its perception had not evolved to the same extent over the years. The challenge was to restore the Monforts brand to new strength. To achieve this, the newly sharpened values and services of the company were to be embedded in the media to be developed and thus made visible. Highlights such as the technology center, the company’s innovative strength, and the recognized product quality were to be brought to the forefront in initial perception.

Based on the workshop results, we developed a concept for realigning the company’s strategic communication as well as a corresponding action plan. Implementation was to be completed by the international trade fair for textile and apparel technology (ITMA) in Milan 2023—an ambitious goal. At its core, the concept included the following measures: The corporate design was to receive a contemporary facelift to create a foundation that visually reinforces the company values. The redesign was also to be incorporated into the design of the company’s trade show booth at ITMA. Accompanying the new visual identity, a company claim was to be developed that clarifies the brand message. Another essential element of the concept was a printed customer magazine that presents product innovations, positions the company as an industry leader through background information, and conveys trust and customer proximity through insights behind the scenes of the company.

The revised design presents the Monforts brand as strong and confident. The previous primary color green was expanded into three different shades of green to visually demonstrate the new dynamism. Additionally, accent colors were selected for special elements. Defined key elements, icons, and visual language enable clear brand identification and further differentiate it from other market participants. They also highlight central core areas and values of the company. All design elements are documented in a corporate design manual to ensure consistent external presentation on a permanent basis. For example, the presentation templates for sales were also completely revised.

Since the term “Monforizing” has already become established in the industry as a designation for a production process, it made sense to further enhance it. The resulting claim “Monforize your Product” makes it clear that the company stands as a synonym for complete textile finishing in all areas.

Based on the modernized corporate design, the customer magazine “monforized” was developed, for which we were responsible for editorial content and layout. The magazine successfully balances presenting the technical details of the product portfolio and introducing new developments on one hand, while also giving voice to the people in the company and thus conveying personality and customer proximity on the other. Furthermore, the design very appealingly illustrates the company’s focus areas of sustainability and environment. The magazine was published in time for ITMA 2023—where the trade show booth design we created incorporates the central elements, matching the magazine’s visual style, and creates a thoroughly consistent overall image of the company.