CENDAS – Brand relaunch for a digitalized construction industry

Get work done

Brand
CENDAS

Model
B2B

Industry
Construction industry

CENDAS digitizes the construction industry and combines real craftsmanship with digital processes: Preparation, execution, control – all phases of the construction project in one application – with CENDAS, digitalization is no longer a construction site. The construction site software makes construction project processes intelligent and efficient. Schwarz+Matt was responsible for the development of a new brand positioning with a rebranding of the visual identity as well as target group-specific social media and website design.

Approach

Defining your own identity lays the foundation for an authentic brand. Schwarz+Matt Together with the client, we discover what constitutes the CENDAS brand identity and how it is lived by the team and where the team wants to go. The right fit with the positioning and image is crucial for the success of the brand, the product and the company vis-à-vis all stakeholders. Customer profiles were developed through detailed target group analyses. The definition of USPs and a brand story helped to formulate central messages and headlines for different roles.

Word mark

The CENDAS logo or wordmark is characterized by visual conciseness – it appears visually broad, is in bold print and makes a statement with its striking appearance. The logo is complemented by the reduced and concise claim, which consists of a simple triad: “GET WORK DONE”.

Figurative mark

The figurative mark forms an almost delicate contrast to this by symbolizing the many small tasks that converge centrally in the shape of the letter “C” and thus describe the functions of the CENDAS software. The figurative mark was developed to be used in selected media as an associative short form for the sender CENDAS.

Color scheme and typography

When choosing the colors, it was crucial to consider the different target groups such as building owners, project managers and craftsmen. In the color system, the blue tones serve as a neutral basis, while the orange color functions as an identity-creating brand color. Orange stands for digital technology, the construction industry and the energy and drive of the brand.
The choice of typography fell on the thematically appropriate “Work Sans”, which conveys a modern and open typeface with its contemporary character.

“The infectious energy of the CENDAS team and the professional project management have made a decisive contribution to the development of a strong and authentic brand identity.”

Jannis Falk

Art director

“The creation of the web design for CENDAS was a process characterized by close collaboration. The result is a website that not only reflects the flexibility of the software, but also focuses on the needs of the users.”

Katharina Nolte

Web Designer

“The marketing team around CENDAS always had clear visions, which we realized in a close exchange. The result was great thanks to this excellent collaboration.”

Lucas Vogt

Account Manager

“The new branding has raised the perception of CENDAS in the industry to a new level and represents a decisive step in our positioning as a reputable and trustworthy provider. The feedback from our customers and internally at CENDAS on our new image has been consistently positive. This makes it even more fun to work with CENDAS.”