Strong brands need strong images – A new design for Louis Renner
The goal of our work was to develop design solutions that go beyond pure aesthetics and communicate the brand's essence with visual precision. We are therefore all the more delighted to have been able to develop key designs for the long-established Louis Renner brand for their future marketing campaigns.
Louis Renner, known worldwide for its premium piano mechanisms and components, approached us with a clear brief: to design two visual campaign motifs that would serve as a central element of its brand communication in the future.
The new motifs had to be not only visually compelling but also strategically effective. They had to fit into the existing corporate identity, convey Renner's values and technical excellence, and at the same time be versatile and usable across a variety of channels – from posters and trade ads to social media formats and trade fair appearances.
The creative process began with an analysis of Louis Renner's brand identity. Three core values emerged: the highest precision and quality as a global market leader, an emotional musical experience as the result of technical perfection, and the harmonious interplay of tradition and innovation.
In close connection with the image motifs, the new slogan was finally created: “The heartbeat of breathtaking sound.” It expresses in a few words what Renner stands for – the precise impulse that makes music possible.
This process ultimately resulted in two key visuals that will represent Louis Renner in the future.
The motifs depict a precisely crafted hammer head from the Renner production. It is positioned at the center of the image.
In the first motif, the hammer head is surrounded by a powerful, dynamic spiral of light. This creates the impression of an energetic impulse – almost like an acoustic Big Bang. This visual metaphor captures the brand's central promise: "The heartbeat of breathtaking sound."
In the background, a grand piano stretches out, elegantly and understatedly staged – the pianist's hands delicately touch the keys. This interplay of craftsmanship, musical passion, and aesthetic clarity makes the image so powerful: It connects the technical inner workings of the instrument with the emotional experience of playing – precisely what Renner products make possible.
In the second motif, the hammer head is surrounded by stylized sound or energy lines in the shape of a heart, emphasizing its central importance for the sound of a piano.
“The heartbeat of breathtaking sound.”
On the left of the image, a human hand approaches, while a robotic hand approaches from the right. This composition strongly recalls Michelangelo's famous scene "The Creation of Adam" and symbolizes the interplay of traditional craftsmanship and modern technology.
In the background you can see a room with a grand piano, which underlines the musical context of the scene.
The motif features a modern and symbolic representation that highlights the contrast and connection between man and machine. It conveys the message that superior sound quality and technological innovation are not mutually exclusive, but complement each other in perfect harmony.
The results are a visual leitmotif that gives the Renner brand a modern, high-quality, and emotionally charged feel. They are versatile, clear in their message, and powerful in their impact – exactly as Louis Renner intended.
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