IAG-ng

Repositioning with attitude and character

IAG-ng 's repositioning transforms a classic B2B image into a contemporary, slightly B2C-oriented presence. The goal was to maintain scientific rigor while simultaneously establishing a visual and communicative " cool factor" —to stand out in the industry and among customers, attract young talent, and strengthen internal identification with the company.
The result: A presentation that makes the privately run character of a company with approximately 40 employees visible, without losing professionalism – and thereby fosters a new form of pride and belonging within the team.

Image transformation

Company brochure

The starting point for the image transformation was deliberately chosen to be classic: a company brochure served as a creative and strategic foundation to develop key elements of the repositioning – without changing the existing logo.

  • Development of additional branding elements to expand the visual identity
  • Collection and structuring of all relevant content for the new website
  • Production of graphic content that visually conveys the new tone.
  • Reflection on the company's self-perception and desired external image

Image transformation

Company brochure

The brochure thus became an internal compass – a medium that helped define attitude, style and strategic direction.

Image transformation

Product brochures

The products were re-photographed and converted into a presentation format according to the style guide of the company brochure.

The account transfer

Website

Based on the content developed for the company brochure, the next step was the design of the new website. The brochure served as a strategic guideline and content foundation.

www.iag-ng.com

Exhibition stand Germany

Automotive Testing Expo Europe

The trade fair appearance was developed as an integrated overall concept that takes all relevant touchpoints into account.

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USA booth

Automotive Testing Expo (NOVI-MICHIGAN)

The insights gained in Germany formed the basis for a further developed trade fair concept in the USA — with a clear focus on sales and portfolio structure.

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Marketing material USA

Cultural codes and anchor points interwoven with brand identity

Specifically tailored marketing materials were developed for the US market. Well-known events served as visual anchors and were reinterpreted with IAG-ng's brand identity.

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Cultural adaptation

Marketing material USA

The American imagery and marketing materials were deliberately designed to reflect familiar US brands and visual references in the IAG-ng documents. This was intended to appeal to the market with a sense of affinity and cultural connection.

Cultural adaptation

Marketing material USA

IAG-ng's product campaigns also deliberately focused on "Americanization" in order to make the European brand culturally compatible and relevant for the US market.

Lifestyle-inspired uniforms

In addition to the classic corporate-branded uniforms and workwear – consisting of polos, T-shirts, hoodies, caps, and jackets – special signature T-shirt graphics were developed. These are not only used internally but are also specifically marketed as high-quality promotional gifts.

USA-inspired T-shirt

Summer T-shirt

To build bridges between the European and US teams, special T-shirt designs were created: The IAG-ng Hotroad presents itself in a classic, romantic US look – with palm trees, beach and summery lightness.

EU-inspired T-shirt

Winter T-shirt

The European-inspired T-shirt depicts the IAG-ng Hotroad in a snowy Alpine style. A visual statement for shared identity and cultural diversity.

IAG-ng Cycle Team Kit

Since many IAG-ng members are passionate about cycling, the company decided to develop and provide its own IAG-ng Cycle Team Kits. This strengthens the progressive, dynamic company image at the regional level and intensifies internal brand loyalty.

The Recruitment Design Line

To attract young talent to IAG-ng at universities of applied sciences and technical colleges, a special recruiting design concept was developed. The campaign involved eye-catching posters and targeted magazine placements.

Cut and Paste

Grunge meets brand structure

The expanded branding and its elements resulted in a "cut-and-paste" look that functions as a "graphic hook" – familiar in style, as the target group of lifestyle and sports brands knows it, reimagined in the context of IAG-ng.

flexible & modular

Recruitment Graphic Hook

The design of the “Recruitment Graphic Hook” was conceived in such a way that it could be used modularly in a wide variety of layouts and formats – from print to digital to social media.

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