Way more than a brand relaunch

BILSTEIN

test

BILSTEIN is a legend in the automotive sector and a pioneer in innovative shock absorber technologies. With a structured brand relaunch, we leveraged the proud history of this unsung hero while steering the brand towards a successful future.

Way more than a Supplier

BILSTEIN is more than a medium-sized automotive supplier of shock absorber systems for the premium and luxury segments: the brand is a promise of performance, a purchase driver, and a cult name for drivers worldwide. Our mission was to strengthen the emotional connection that fans and employees across the globe feel towards the brand, while looking to the future. How could we bring together the brand’s decades of heritage and its unrivalled innovative power, in a combination that works seamlessly?

Two sporty cars with Bilstein branding race on a track, with grandstands in the background. The image features the text “EXCITED FOR THE RACE? MEET YOU AT THE TRACK.” and the Bilstein logo.

Way more than a Campaign

We conducted an in-depth analysis of BILSTEIN, identified the brand’s strengths, and carried out a relaunch in which consulting, strategy, creation, and PR worked hand in hand.

The phrase “WAY AHEAD.” is written in large, bold letters, with the image of a racing car on a track visible inside the text as a cut-out effect.

The new claim “WAY AHEAD” signals pioneering spirit, symbolizes innovative strength, and is underpinned by sharpened corporate values: ASPIRATION, DRIVE and TEAMWORK. The new logo reflects the flexible installation angles of damper technologies, combining an iconic shock absorber with streamlined typography to form a dynamic word-image mark. Fresh visuals and a modern tone of voice complete the new branding and support the transformation on a communicative level.

Embodying “WAY AHEAD” in every project not only challenges us to push boundaries but also reaffirms our commitment to progress. When even sceptics acknowledge our forward-looking approach, it is clear we are on the right track.

Anja Wallstein

Marketing Manager, BILSTEIN

A smartphone screen displays a social media post by Bilstein, featuring a racing driver in yellow and turquoise gear celebrating on a racetrack. Several race cars and team members are visible in the background. The post highlights Bilstein’s commitment to driving pleasure and innovation.

The relaunch was rolled out in two stages. First, the internal campaign “DRIVE THE LEGEND WAY AHEAD” engaged employees across all BILSTEIN sites and achieved buy-in through mailings, information packages and digital content. The cross-media launch campaign “WAY AHEAD” then carried the renewed brand understanding from Ennepetal out into the world – with interactive measures and surprising formats across relevant channels, from the website and PR to events, merchandise and social media.

Way more than limitless euphoria

The strong positioning, modern CI and activating assets have had an impact internally and externally. BILSTEIN employees now identify more strongly with the company and the new strategy, while BILSTEIN fans worldwide are embracing the fresh look, respond positively to the new tone, and value the future-oriented vision of their beloved brand. We are proud that our courage, care and deep industry expertise in the automotive sector have once again contributed to the success of a long-established, globally active player.

Thanks to structured communication via social media, the landing page and PR activities, the new brand identity was introduced smoothly. Gamification, merchandise and interactive campaigns achieved high acceptance among employees and successfully positioned BILSTEIN as a forward-looking brand.

Three Bilstein shock absorbers are displayed against a light background. The Bilstein logo appears at the top left. Bold text reads “WAY MORE THAN A SHOCK ABSORBER.” at the bottom, with the slogan “WAY AHEAD.” in the lower right corner.
Collage of racing event scenes featuring Bilstein branding: a grandstand filled with spectators, a group of people gathered around a yellow AMG race car, and a racing driver in a helmet and Bilstein-branded suit. The atmosphere is lively and focused on motorsport.
Contact