---
slug: reuter-und-sohn-branding
client: 'Reuter & Sohn'
category: ['Branding', 'Print', 'Photography']
date: '2022 — Present'
website: https://reuterundsohn.de
services: ['Brand Identity', 'Logo Design', 'Print Design', 'Vehicle Design', 'Photography', 'Recruiting Campaigns']
technologies:
    - Adobe Illustrator
    - Adobe InDesign
    - Adobe Photoshop
    - Print Production
title: 'Corporate Design, Print and Campaigns for a Painting Company Since 1901'
story_preview: 'Reuter & Sohn is one of our longest-standing clients. For the Kassel painting company we modernized the logo and have designed everything the brand shows to the outside ever since: business cards, brochures, scaffold banners, vehicles, photo shoots and recruiting campaigns.'
fineprint: 'Ongoing support instead of a one-off project. We delivered the logo relaunch, corporate design, stationery, brochures, outdoor advertising, vehicle design, photography and recruiting campaigns, and the list grows every year.'
---

> **Case study source:** https://unlimited.studio/en/case-study/reuter-und-sohn-branding

# Tradition, Taken Further

Reuter & Sohn has been painting in Kassel since 1901. Today the family business works for private clients, commercial customers, planners and architects, with more than 100 years of craft behind it and modern techniques and materials in hand. We have worked with the company for many years, and it is one of our longest-standing clients. There was never one big relaunch. There were many steps that build on each other, and each one had to show tradition and progress at the same time.

## A Brand That Grows Along

A brand that has been part of the cityscape for decades doesn't need a fresh start. It needs an identity that can evolve without regular customers having to look for it.

- **Logo Relaunch:** The R in the circle stayed, the wordmark, colors and typography are new.
- **Custom Wordmark:** The "Reuter" lettering is constructed on a grid and works as a logo just as well as a pattern.
- **Consistent Design Line:** We maintain the corporate design continuously, so a business card and a scaffold banner look like the same company.

## Craft You Can See

A painting company advertises where it works: on the scaffold, on the street, at the first client meeting. The range of media created over the years is just as broad.

- **Stationery:** Business cards with a QR code that saves the contact, plus ads and other printed matter.
- **Brochures:** Image and information brochures for clients, partners and employees, for example on monument preservation.
- **Outdoor Advertising:** Scaffold banners, mesh banners and pylons. The scaffold then reads "We will rock you. Wir rocken jede Fassade."
- **Vehicle Design:** Vans and trailers with the big R, so the brand is recognized even in a traffic jam.

## Real Insights Instead of Stock

With a trade business, clients buy the people too. That's why Reuter & Sohn shows its own team and its own work.

- **Corporate Photography:** We plan and run the photo shoots, the faces come from the company.
- **Team & Craft:** The images show employees, projects and the quality of the work, not models holding an unused paint roller.
- **Image Library:** A pool of photos for website, print and campaigns that every new piece of media draws from.

## Campaigns with a Goal

Alongside the ongoing brand work, we create campaigns for whatever the company is dealing with at the moment. From image campaigns to recruiting, and in the trades that usually means: finding skilled workers.

- **Recruiting:** "Wanted" posters looking for skilled painters, with a €1,000 reward.
- **Employee Referrals:** "Verkauf deine Freunde. Oder dich." ("Sell your friends. Or yourself.") Anyone who refers a skilled painter or applies themselves gets a €1,000 switching bonus, promoted on billboards, flyers and ads.
- **Regional Visibility:** Ads and posters in and around Kassel, where the name has been known for more than 100 years.

## A Partnership That Continues

What defines this collaboration is not one big project. It's the sum of logo, brochures, ads, vehicles, banners, photos and campaigns that evolve together with the company. The brand stays current, and its origins stay visible. For us, that is the value of a long collaboration: not redesigning a brand once, but understanding it and developing it further over years. More than 100 years of craft, and the brand doesn't look its age.