Starting Point
How do you approach digital transformation in an industry rooted in a tradition of engineering excellence that dates back to the invention of the steam engine? By giving the brand's core identity a contemporary evolution that opens new pathways to the future.
During the strategic advisory process for Siemens Mobility – commissioned by the agency tigerbytes – this was the central objective: evolving an established engineering powerhouse into a leader of smart, digital infrastructure.
Strategy
How do you create a positioning that fosters internal identity while capturing external market share? Through a rigorous strategic analysis of both the division and the industry, aimed at defining clear USPs that differentiate it from other corporate units.
The resulting essence, #EngineersOfNext, was more than a claim—it was a new self-perception. It bridged the gap between traditional hardware expertise and the digital frontier of Big Data and IoT.
Execution
How bold must communication be when the entire industry landscape is shifting? Above all, it must be holistic. From image branding to recruitment – supporting the campaign went far beyond traditional assets.
The goal was not merely to describe a strategic transformation, but to make it tangible through a dedicated multi-stakeholder messaging strategy. The result: A communication framework that established thought leadership on LinkedIn, modernized recruiting, and deeply embedded the new brand message within the organizational culture.
