FULDA, GERMANY (13.11.2024)
In a latest interview, Nejc Zavrl, Group Director of Advertising and marketing at Mehler Methods, shared insights into the targets, challenges, and achievements ensuing from a major strategic realignment throughout the firm.
As 2023 got here to a detailed, Mehler Methods underwent a pivotal restructuring and rebranding initiative geared toward streamlining the Group’s presence and enhancing its affect in international markets. This effort established Mehler Methods as the brand new umbrella model, incorporating Mehler Safety—a newly built-in entity—alongside the specialised manufacturers UF PRO and Lindnerhof.
Q: What prompted the corporate restructuring andrebranding?
A: The model restructuring was pushed by a strategic have to unify and strengthen our Group id. Time beyond regulation, our particular person manufacturers—Mehler Vario System, Mehler Regulation Enforcement, Mehler Engineered Defence, UF PRO, and Lindnerhof—every developed robust market presences and distinct identities. Nonetheless, this independence led to fragmentation, limiting our potential to current a coherent and unified picture to the market.
Our foremost aim was to create a strong umbrella model that embodies our ambition to turn out to be a world chief in ballistic safety, tactical clothes, and carrying methods. We aimed to convey collectively the strengths of every sub-brand whereas sustaining their distinctive market positions underneath a unified system.
This alignment fosters higher inside collaboration, reduces redundancies, and helps us current a stronger, unified face to our shoppers and companions worldwide.
Q: How did the restructuring and rebranding course of unfold?
A: The journey started with a complete evaluation of our Group’s model structure, market positioning, and the potential synergies between our manufacturers. We examined each inside views and exterior market information to determine gaps and alternatives. The aim was to grasp how our particular person manufacturers—Mehler VarioSystem, Mehler Regulation Enforcement, Mehler Engineered Defence, Mehler Protecting System, UF PRO, and Lindnerhof—could possibly be higher aligned underneath a unified technique.
With this info, we outlined clear targets: unification of id, structured model hierarchy, and nearer integration of acquired manufacturers. This strategic groundwork established the inspiration for the MehlerSystems umbrella model and guided all subsequent steps within the course of.
The subsequent section concerned growing a cohesive model id for Mehler Methods and defining how every sub-brand would match throughout the new framework. This included creating a particular visible id for Mehler Methods and Mehler Safety, overlaying parts like the brand, color schemes, and model patterns that might convey innovation, high quality, and precision.
We then outlined the roles of Mehler Safety, UF PRO, and Lindnerhof inside this new hierarchy. Mehler Safety was positioned because the unified model for our numerous safety divisions, consolidating Mehler VarioSystem, Mehler Regulation Enforcement, Mehler Engineered Defence, and Mehler Protecting System underneath one cohesive providing. UF PRO and Lindnerhof maintained their distinctive identities however have been endorsed as “A part of Mehler Methods.” Moreover, we refined the visible identities of UF PRO and Lindnerhof to align extra intently with the brand new model id.
Inside alignment was a essential step. We organised a collection of workshops, conferences, and communications to make sure all workers understood the rationale behind the restructuring and the way the brand new visible id would assist our strategic targets. Clear communication was key right here, as we needed to handle questions, ease any considerations, and encourage confidence within the new path.
This included the event of sources and tips to assist workers adapt to the brand new model structure, from up to date e mail domains and signatures to social media methods and buyer communication protocols. The rebranding information supplied insights into the brand new model construction, core values, and the way every particular person’s contributions aligned with our overarching targets.
We timed the rebranding rollout to coincide with one among our most vital commerce reveals—Milipol —the place we showcased the brand new model visuals to the bigger public for the primary time. We launched new web sites for Mehler Methods and Mehler Safety, built-in current product info, and launched our unified visible id throughout digital channels. All social media channels, web sites, and advertising supplies have been up to date to mirror the brand new model identities, with Mehler Safety’s digital presence changing particular person websites for Mehler Vario System, Mehler Regulation Enforcement, and Mehler Engineered Defence.
Throughout this stage, we emphasised clear messaging to our prospects, specializing in the advantages of the unified model, together with a extra built-in product providing and a simplified buyer journey.
Q: With Mehler Safety now integrating a number of divisions, how does this affect product offeringsand providers?
Mehler Safety now integrates a number of beforehand unbiased divisions, together with Mehler Vario System, Mehler Regulation Enforcement, Mehler Engineered Defence, and Mehler Protecting System. This integration has allowed us to current a complete and unified portfolio of safety options underneath one model. Prospects now have a single level of reference for all their wants in ballistic safety, whether or not it’s for private physique armour, carrying methods, or platform safety.
Operationally, this integration has streamlined ourproduct choices and advertising efforts. As a substitute of presenting merchandise by way of fragmented channels, we now provide a extra holistic vary underneath the Mehler Safety model, which simplifies the shopper journey and will increase effectivity in how we ship options. By consolidating our divisions, we additionally create alternatives for cross-innovation between items, additional bettering thequality and number of our merchandise.
Q: How did you develop the brand new visible id for Mehler Methods?
When defining our visible id, we centered on two key ideas: “precision“ and “methods“. All corporations inside our Group design and manufacture merchandise that defend the lives of service members, and “precision“ is essential in our design and manufacturing processes. Furthermore, our corporations don’t simply create particular person merchandise; they develop full methods that works seamlessly collectively to supply most safety and performance.
Our design company proposed an revolutionary idea: beginning the visible presentation with a grid, symbolizing the essence of precision. From this grid, we developed a sample representing separate parts that coalesce right into a “system.” These parts kind an “M” for”Mehler,” which, mixed with the wordmark, creates the whole Mehler Methods emblem.
The visible id additionally incorporates numerous patterns that evolve from the unique grid. These patterns not solely function a particular visible identifier for Mehler Methods but in addition act as visible connectors between the umbrella model and its sub-brands.
The sample system might be utilized to all our communication contact factors, together with merchandise. On merchandise, it doesn’t solely function visible recognition for the Group however may also present added performance. As an illustration, we will incorporate no-slip or anti-abrasion options within the form of the sample on the merchandise.
The rationale behind our visible id growth additionally guided us in crafting our slogan: “When Precision Issues.” We intention for our Group to be recognised for creating precision-engineered methods that servicemen and ladies can rely on in essential conditions. We imagine this slogan aptly captures our dedication to excellence.
In essence, we’ve created greater than only a new emblem, typography, and shade scheme. We’ve developed a complete model system that allows us to speak our Group and sub-brands successfully and distinctively.
Q: Did you anticipate the a number of awards our newvisual id acquired this yr?
A: Our goal with the brand new visible id was by no means about successful design awards—it was to perform our core enterprise targets by making a cohesive and impactful model system. Nonetheless, it’s definitely flattering to see trade professionals recognise the laborious work and dedication behind this undertaking. Profitable prestigious awards just like the Purple Dot Design Award and recognition from the Artwork Administrators Membership is a testomony to the strategic selections we made. These acknowledgments reinforce that we’re not solely assembly our inside targets but in addition setting new requirements in design and branding inside our trade.
It’s additionally a testomony to how lucky I’m to work with such a gifted and devoted inside crew, in addition to competent exterior companions, who made this all attainable.
Q: How has the market responded to the rebrandingafter one yr?
A: Establishing Mehler Methods as a unified model has considerably elevated recognition, constructing belief and reinforcing our credibility as a complete supplier in protecting methods and tactical tools.
This unification has introduced our sub-brands nearer collectively whereas preserving their particular person identities. It allows us to leverage every sub-brand’s strengths and talk our shared values of high quality, innovation, and reliability to our prospects. They now higher perceive that we’re all a part of the identical Group and might count on constant dedication to excellence throughout our manufacturers.
About Mehler Methods:
Mehler Methods Group is a global and international chief devoted to distinctive ballistic safety and tactical-gear options for regulation enforcement, the navy, and particular forces.
The Mehler Methods Group is house to the manufacturers of Mehler Safety, Lindnerhof, and UF PRO. Mehler Safety is understood for its physique and platform armour options, UF PRO is an skilled in top-tier tactical garment methods, whereas Lindnerhof stands out for its revolutionary carrying options and tactical tools.With a presence in over 40 nations, Mehler Methods has established itself as a pacesetter, identified for its innovation and dedication to elevating the bar within the trade over the previous 4 a long time. For extra details about Mehler Methods, please go to mehler-systems.com
About Nejc Zavrl:
Nejc Zavrl serves because the Group Advertising and marketing Director at Mehler Methods, overseeing the advertising and brandstrategies throughout the group. He started his careeras Head of Advertising and marketing at UF PRO, the place he establisheda robust model presence in tactical clothes. Following UF PRO’s acquisition by Mehler Methods, Zavrl moved right into a group-level position, specializing in the alignment and coordination of brand name actions throughout the complete Mehler Methods portfolio. His work ensures consistency and strategic focus throughout the group’s numerous advertising initiatives.
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