Development of the brand name and naming concept for a machine platform

Strategic storytelling in a technical sector

Technical details and specific customer requirements — confidently packaged by Endmark. In a symbolic name that is as sustainable and versatile as the machine series. It is an emotional switch for a new and future-oriented naming system and a driver for progress: in the portfolio and in internal naming. Because “SKYREEF” aims high for storytelling and dives deep into an equally new nomenclature.

In an industry characterized by market growth, industrial change and constantly increasing customer requirements, new approaches and solutions are crucial. Accordingly, a meaningful — at the same time progressive — positioning is often an emotional selling point.

The direction is clear: away from alphanumeric names and technical descriptors, which also dominate the competition. Towards a unique naming system that allows storytelling and meets the target group on a completely new level.

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Repackaged company values

A targeted stakeholder survey — to define expectations, requirements and goals in advance. A joint kick-off — based on initial analysis results and with a view to the challenges and potential of the future naming system. Strategic name development — based on specific thematic approaches and defined typologies.

With “SKYREEF”, we finally create a symbol for a holistic machine platform in which every single element has its role — as part of a sustainable ecosystem. And as a basis for gradually developing names for other products, solutions and divisions — as part of a credible brand story that drives Kautex into the future.

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A name that opens up a new world of mechanical engineering: Dive right in yourself!