Qlar in transition: rebranding with a focus on digitalisation and sustainable technologies
For over 125 years, the name Schenck and Schenck Process has been a fixture in industrial target markets. As markets shifted towards sustainability and digitalisation, the company repositioned its brand identity: Schenck Process became Qlar. The repositioning was much more than just a new corporate design – it marked a strategic shift towards a technology-driven company with a focus on green technologies and digital solutions.
Even before the rebranding, additiv had been supporting the company with its communications for two years. The growing collaboration formed the basis for the successful implementation of such a comprehensive transformation project. On this basis, an established industrial brand was transformed into a strong technology brand with a vision for the future.
Schenck Process becomes Qlar: rebranding without loss of visibility
The rebranding of Schenck Process to Qlar was all about climate-neutral circular economy. Under the slogan ‘Driving Circular Transformation’, Qlar now positions itself as a leading international bulk solids expert for industrial weighing and dosing, as well as a provider of innovative process technologies for material processing. The company focuses on its core business in the target industries of chemicals, high-performance materials, cement, steel and energy. Extensive communication measures were designed to clearly position Qlar in times of change and raise awareness of its enhanced profile as a provider of sustainable and digitally supported solutions.
- Tradition: Schenck Process was particularly well established in traditional industries and at its Darmstadt site
- Brand: The employees identified strongly with the brand: an emotional value that had to be taken into account in the process
- Realignment: At the same time, it became clear that there was a need to strategically realign the company towards sustainability, digitalisation and innovation
Brand awareness in the target markets
To position Qlar’s reorientation in the relevant target markets, additiv relied on strategic change communication with three overarching campaigns. In extensive content pieces (pillar pages, brochures, one-pagers and landing pages), Qlar communicated its refocusing on core competencies in the spirit of a sustainable circular economy in a clear and target group-oriented manner. In spring 2025, additiv also offered a corporate influencer workshop, in which sales and technology employees learned how to position themselves as corporate influencers on LinkedIn and authentically represent company messages.
Measures:
Flexible collaboration with a keen sense of change: additiv continuously adapted all activities to the new rebranding goals and integrated them seamlessly into existing processes. The focus was on appreciatively incorporating the strong identification with the previous brand while promoting enthusiasm for the new brand identity.
Strategic campaign planning: Development and implementation of a communication strategy that not only disseminates key external messages, but also underpins them with technical depth and relevant application examples.
Close integration of marketing and sales: coordination of communication measures with sales campaigns, including a complete overhaul of all sales documents for various target industries. The consistent message – both internally and externally – ensured that all stakeholders experienced the same strong, future-oriented brand image.
Long-term cooperation with measurable success: The communication measures led to significantly increased visibility and a clearly sharpened brand perception. The parallel corporate influencer strategy proved particularly effective: trained employees from sales and technology gave the brand a personal face on LinkedIn and made the topics of digitalisation, sustainable technologies and innovation tangible for the target groups. Thanks to consistent, internationally oriented communication, Qlar is now perceived as a modern technology provider for green and digital solutions – with a strong position in all relevant target industries.
Achievements:
Increased brand awareness: 100–125 publications per year in the DACH region and internationally.
Campaigns with in-depth content: additiv developed comprehensive, interlinked communication packages for the campaign topics. The content was created and strategically distributed in a manner appropriate to the target group and channel, including specialist articles, social media posts, landing pages, pillar pages and case studies that clearly highlighted Qlar’s new profile in the direction of digitalisation and green technologies.
Corporate influencers as brand ambassadors: Sales and technology employees were trained and encouraged to actively promote their topics on LinkedIn. Since then, Qlar has seen significantly more reach, interactions and high-quality exchanges there. The corporate influencers are highly motivated to expand their role as brand ambassadors, thereby strengthening Qlar’s positioning as a future-oriented technology provider.
Adaptability ensures success
With the right strategy, Qlar succeeded in repositioning itself as a future-oriented company with a clear focus on digitalisation and green technologies. A hands-on approach to collaboration enabled Qlar and additiv to implement new goals quickly and unbureaucratically. Qlar was able to successfully build its new image, particularly through extensive campaign planning that included a wide range of content pieces. With three overarching campaigns refocusing on the sustainable circular economy, the company succeeded in positioning itself as a forward-looking player and significantly changing brand perception.
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