Schnelldorfer Engineering

The Pink Lady

Our Tasks

Management Advisory
Positioning
Trade Fair Presence
Corporate Design / New Logo

Focusing

Phoenix from the Ashes

Schnelldorfer Maschinenbau faced the threat of bankruptcy due to a lack of incoming orders. The company was ultimately acquired by the Rehart Group, which provided the foundation for a fresh start.

Effective January 25, 2025, Schnelldorfer Maschinenbau was acquired by the Guttroff Group.

How It All Began

Klaus Schülein, Managing Director of the Rehart Group, described the challenge as follows:

“We have acquired the struggling Schnelldorfer Maschinenbau. The Hannover Messe is only a few weeks away. We want to use this opportunity to put the company back on the map. Come up with something creative.”

We gladly accepted the challenge.

The success of the concept still resonates today.

Standing Out as the Primary Positioning Objective

At that time, Schnelldorfer Maschinenbau had only a single machine in its portfolio. The machine itself was highly specialized. Its core capability was welding curved sheet metal into tubes up to 1,100 mm in length.

The exhibition stand was located in a remote side aisle and offered little potential for attracting visitors.

It quickly became clear that we needed a strong eye-catcher and that the machine itself required a personality.

The technical designation “LNA 1100” was transformed into the model name “Elena“. The name was subsequently registered as a trademark.

Supporting the Repositioning Through a New Appearance

To match the new personality of Elena®, pink was declared the new corporate color.

Traditional machine colors such as industrial green or hammered blue became optional extras available only at additional cost.

At the same time, the engineering team developed a more ergonomic control panel.

Solid Welding Machine

Longitudinal Seam Welding System LNA 1100

This was how German engineering was traditionally perceived: solid, functional, reliable and largely unnoticed.

Pink for More Attention

Relaunch

Elena© 1100

The new color immediately distinguished the machine from its competitors.

That is precisely why visitors at trade fairs and exhibitions became curious and stopped to take a closer look.

Pipes, Pipes, Pipes ...

In All Materials

Longitudinal seam welding requires highly sophisticated engineering.

Today, Schnelldorfer’s ELENA® longitudinal seam welding systems represent state-of-the-art technology and offer outstanding performance in the welding of metallic materials.

Overwhelming Dominance on Google

The new positioning strategy also achieved remarkable results online.

Even in distant international markets, distributors and dealers became involved with the successful Elena brand.

Let´s talk

One conversation can change everything.

You define the challenge, the problem or the objective.

We contribute strategic approaches and fresh perspectives.

Sometimes immediately, sometimes after a few days.

But always with conviction.