Tiantie Group

The Chinese noise and vibration reduction company had to redefine its national branding across countries, languages and cultures in order to become visible beyond national borders.

(Overview)

International branding for Chinese market leader

Making the world cleaner and quieter with modern technologies – the tiantie group wants to be successful in key markets with this vision. The aim was to establish the brand as the basis of the market strategy with a high level of awareness.

The Tiantie Group from Tiantai is a Chinese company that specializes in noise and vibration reduction technologies for rails, level crossings, buildings and industrial applications. The more than 900 employees develop and produce application-specific, high-performance noise and vibration protection technology as well as rubber products that guarantee the highest quality standards.

(Company)

Tiantie Group

(industry)

Industry

(year)

2020

(services)

(brand strategy)

technology for a quieter tomorrow

The content and visual objectives and implementations were developed in joint workshops and in partnership with the tiantie group and the agency team.

In its current positioning, the company is described as an innovative, trustworthy partner. The slogan “technology for a quieter tomorrow” reduces the company’s vision to the essentials.

(brand identity)

Brand design down to the last detail

The corporate identity of the company brand was defined in a comprehensive design manual for analog and digital media and can now be visually implemented at every location. Adaptations of this design, for example as datasheets, are an important tool for communication in the markets.

In order to make Zhejiang Tiantie’s innovative approach internationally understandable, the design team developed a cross-country, cross-language and cross-cultural design language for the branding. This was defined for the creation of product illustrations (in 3D design), animations, videos, photorealistic representations and orientation icons and was updated for analog and digital media. Schwarz+Matt’s brand guide enables Zhejiang Tiantie to successfully develop its communication.

(brand experience)

Website for international communication

Schwarz+Matt and the tiantie group worked closely together to organize and develop an international website in English based on the screen design.

To this end, the teams developed the most important features in customer workshops. The navigation is now intuitive to use and the content is internationally understandable. The developers organized the website content in wireframes. The dynamic design and open structure are designed for growth in product diversity. Graphics and icons in cross-cultural usability, the unique typography and the dominance of the design color orange exceed industry standards and position Tiantie as an innovative company.

The high-quality design and easy usability of Schwarz+Matt’s website opens the door to international communication.

(New business)

Contact person

André Schirmer

Founder & Managing Director