Premiere at the world's largest plastics trade fair K 2022: Spaces and shapes in 3D
Key visuals are important for making a brand known and anchoring it in the minds of customers and other market participants – especially in consumer goods advertising. In the field of plastics machinery manufacturing, the companies of the Brückner Group were among the first to rely on this, with artists as key visuals. At the time of their introduction at K 2013, they were unusual and highly regarded motifs for the industry, which have since found imitators. However, they were purely 2D photographs.
In the meantime, when creating key visuals, special emphasis is placed on modern application possibilities such as animations and 3D spaces. The new key visuals of all members of the Brückner Group take this into account. The concept is to create spaces that work both as a series and individually. Distinguishing the individual companies through different, concise shapes was important in the implementation.
Dr. Axel von Wiedersperg, CEO of the Brückner Group: "The new key visuals are just as distinctive and powerful as our previous artists. However, through the technical implementation, especially in the moving image, we have succeeded in taking a big step into the future. The new motifs can be used much better in the various communication media, for example in print media, but also as moving images on social media and websites, trade fair stands, at events and so on." A sound specially composed for the key visuals provides an additional attention-grabbing effect.
With all the innovations, however, some recognisable features have been retained: the respective corporate colour, a square with the corporate claim and generous white spaces. The new key visuals have been presented to a broad public for the first time at the world's largest plastics trade fair, K 2022, from 19 to 26 October in Düsseldorf.