Qlar in transition: rebranding with a focus on digitalisation and sustainable technologies
For more than 125 years, the names Schenck and Schenck Process were a fixture in industrial target markets. As markets moved towards sustainability and digitalisation, the company repositioned its brand: Schenck Process became Qlar. The change went far beyond a new corporate design. It marked the strategic shift to a technology-driven company focused on green technologies and digital solutions.
additiv had already supported the company’s communication for two years before the rebranding. That collaboration was the basis for implementing such an extensive transformation project. The result: an established industrial brand became a strong technology brand with a vision for the future.
Schenck Process becomes Qlar: rebranding without losing visibility
The rebranding from Schenck Process to Qlar was driven by the climate-neutral circular economy. Under the claim “Driving Circular Transformation”, Qlar positions itself as a leading international bulk solids expert for industrial weighing and dosing and as a provider of innovative process technologies for material processing. The company concentrates on its core business in five target industries: chemicals, high-performance materials, cement, steel and energy. Extensive communication was to give Qlar a clear position during the change and make its sharper profile as a provider of sustainable, digitally supported solutions visible.
- Tradition: Schenck Process was firmly rooted in traditional industries and at its Darmstadt site
- Brand: Employees identified strongly with the brand. The process had to respect this emotional value
- Realignment: At the same time, the company needed to realign strategically towards sustainable and digital innovation
Brand awareness in the target markets
To establish Qlar’s realignment in its target markets, additiv relied on strategic change communication with three overarching campaigns. Extensive content pieces such as pillar pages, brochures, one-pagers and landing pages explained clearly and for each target group how Qlar was refocusing on its core competencies in the spirit of a sustainable circular economy. In spring 2025, additiv also ran a corporate influencer workshop. Employees from sales and technology learned how to position themselves on LinkedIn and represent company messages authentically.
Measures
Flexible collaboration with a feel for change: additiv continuously adapted all activities to the new rebranding goals and integrated them smoothly into existing processes. The focus was on respecting the strong identification with the old brand while building enthusiasm for the new brand identity.
Strategic campaign planning: We developed and implemented a communication strategy that backs external key messages with technical depth and relevant application examples.
Close alignment of marketing and sales: Communication was coordinated with sales campaigns. This included a complete overhaul of all sales documents for different target industries. A consistent message inside and outside the company meant that every stakeholder experienced the same strong, future-oriented brand.
Long-term collaboration with measurable success: The communication led to significantly higher visibility and a clearly sharpened brand perception. The corporate influencer strategy running in parallel proved particularly effective. Trained employees from sales and technology gave the brand a personal face on LinkedIn and made topics such as digitalisation and sustainable technology 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. Its position is strong in all relevant target industries.
Results
Increased brand awareness: 100 to 125 publications per year in the DACH region and internationally.
Campaigns with technical depth: For each campaign topic, additiv developed comprehensive communication packages that build on one another. The content was created for each target group and channel and distributed strategically. It included bylined technical articles, social media posts, landing pages, pillar pages and customer case studies. Together they clearly highlighted Qlar’s new profile in digitalisation and green technologies.
Corporate influencers as brand ambassadors: Employees from sales and technology were trained and encouraged to represent their topics actively on LinkedIn. Since then, Qlar’s reach and interaction there have grown significantly. The exchanges have become more substantial too. The corporate influencers are keen to expand their role as brand ambassadors and to strengthen Qlar’s position as a future-oriented technology provider.
Adaptability ensures success
With the right strategy, Qlar repositioned itself as a future-oriented company with a clear focus on digitalisation and green technologies. A hands-on approach let Qlar and additiv implement new goals quickly and without bureaucracy. Extensive campaign planning with a wide range of content pieces helped Qlar build its new image. Three overarching campaigns on the sustainable circular economy positioned the company as a forward-looking player and changed how the market perceives the brand.
Is your company going through change? We make sure the market hears about it. Talk to us!