List Logo
List Logo

16. September 2022 | 5 minutes reading time

Rebranding List GC: Why branding in a niche market is so crucial

 

Just as the world is continuously changing, every successful brand must also constantly question and develop its strategic positioning and market presence. Even for us as a family business, with a tradition and company history that goes back more than 70 years, a lot has happened recently: because the courage to be new and innovative is deeply embedded in our philosophy. At the same time, it’s essential for us as a company to establish a strong brand and keep our hold in a niche market where extremely high quality is the standard.

 It’s especially difficult to find and establish your own brand position in the high-quality luxury segment we operate in. The customer and what they want are the focus, and high-quality manufacturing of the products is a requirement. It’s difficult for a company to stand out from the competition just through its product alone. That’s why branding and brand positioning that convey the company’s own values and promises are so crucial.  With these self-imposed demands in mind, we’ve used the last few months to look inwards: what makes us special? What’s changed about us and where have we dared to break new ground? What are our values and constants? And most of all – how do we convey all this to the outside world?

Breaking new ground

We started out as a small carpentry business, but since then we’ve become an internationally established company. Today, List GC is synonymous with luxurious interiors all over the world. But we didn’t stop at interior outfitting: over the past few years, we’ve developed other business segments and expanded our expertise, rethought it and applied it in two new areas. We’re breaking new ground with the “Exterior Ceilings” and “Loose Furniture” business segments. This makes us the leading partner for reliably realising the most extraordinary and sophisticated design visions in private living spaces, both on water and on land – and that’s precisely what makes us unique. To illustrate this, we’ve created our own brand category: “Interior+”. We don’t stop at the “interior”, we go beyond our limits and realise living visions in the “exterior” as well. This expansion is further underlined by our new claim: “Crafting Visions”. This briefly and concisely conveys what defines us as a company and unites what we stand for with modern craftsmanship, innovative spirit and the courage to make the most extraordinary and demanding design visions come true.

Rebranding

© List GC

A strong appearance

In addition to the new business areas, the definition of the new brand strategy and our new claim, it was also important to us to develop our visual identity further. We took a fresh look at our visual brand identity, our logo and our corporate identity and redesigned them. The central point was that our iconic logo should in essence remain the same, preserving our brand strength, and the values associated with it. 

Taking into account the history of the diverse and increasingly digital areas of application, it was important for us to have a modern and contemporary appearance that works across all applications: from marketing, to sales, to HR and all other visual applications in the corporate environment. In all of these areas, a strong appearance that seamlessly transitions from offline to online is becoming increasingly important. Digital opportunities are far from exhausted and we want to face our (potential) partners, clients and applicants at all touchpoints with a clear, strong and consistent branding that will be remembered.

A proud look back and a bold look forward 

To achieve this, we’ve put our brand identity to the test, not only in the strategic sense, but also in the visual sense. We have questioned, reflected and, at the same time, got to know ourselves even better. Knowledge from years of experience, reliability from consistency and innovation from tradition: these values and USPs (unique selling propositions) have been incorporated into our brand identity and modernised. 

Rebranding

© List GC

The result is impressive: the refined lines, improved spacing and stroke widths in combination with elegantly modern fonts and a harmonious colour palette result in a timeless and balanced design that reflects us as a company. From the logo and a new claim to a unique design and clearly defined imagery, we’ve developed a comprehensive corporate identity that serves as a strong foundation for the future of our brand.