Communication strategy

The goal of the traditional family business from the Black Forest is to become THE leading manufacturer of wood fibre insulation on the market. GUTEX wants to strengthen the brand perception and clearly differentiate its products from the competition. Essential for this is the development of a comprehensive communication strategy across all touch points.

Client GUTEX Holzfaserplattenwerk H. Henselmann GmbH & Co. KG

Design and development of the overall communication strategy

Competences Conception // Art Direction // Web + App UX Design // Development

Gutex markenaufbau


A profound analysis of the entire product portfolios as well as the past communication of GUTEX in addition, those of the competition showed a large differentiation potential. In order to make this usable, communication worlds were developed, which are optimally cut to the respective target groups - from the planner, over the advisor, up to the processor.

On the product side individual, fragmented products were combined to system solutions and GUTEX was positioned as a supplier of holistic solutions. We have developed the various newly created system solutions into independent brands under the umbrella brand GUTEX.

By a clear arrangement in communication worlds and system solutions the products and services of GUTEX could be structured target group oriented. In addition, digital solutions simplify the dialogue with the individual target groups and support an effective and sustainable customer service.



The "Planning" cluster is aimed directly at planners and architects and supports them in the planning process with quickly findable, relevant information. In addition, the independent information portal "Fassade-Easy" was developed, which provides information on the topic of facade renovation in general and supports interested parties in planning their facade renovation step by step with a guided process.

Once completed, the user has the option of sending his configuration without obligation, which is automatically forwarded to processing plants in his vicinity. These have then the possibility of taking up resuming contact with the prospective customer.



With the cluster "Consulting" GUTEX addresses directly those prospective customers or customers, who want to be advised before realization of their project. In addition to the personal consultation various materials are available.



The cluster "Processing" should directly address those who process the GUTEX products at the end customer. Here it is important to make relevant information fast and simply discoverable in order to be able to offer the greatest possible support to the processors locally.

In addition to corresponding brochures, a digital processing aid was designed, which is available as a progressive web app as an alternative to the print product on the smartphone or the tablet on site and leads even faster to the goal through an intuitive information architecture and intelligent functions.



Via the cluster "Experience" the most different, cross-company image topics are played, which all contribute to the GUTEX effect. Here is also a stage for social and sporting commitments, for example with the Bundesliga club SC Freiburg.