Winner at the German Brand Award 2021

11.06.2021 There are many awards for marketing, communication and design these days. But one award ceremony is at the top of the agenda for most companies and agencies: the "German Brand Award". On 10 June, this year's winners were announced at a virtual event. tesa SE received the coveted award in the category "Excellence in Brand Strategy and Creation – Brand Communication, Web and Mobile".

Success at the German Brand Award 2021: tesa SE wants to set standards with its new website.
© Photo: tesa SE
Success at the German Brand Award 2021: tesa SE wants to set standards with its new website.

With 93 percent brand awareness, tesa is one of the top brands in Germany. Almost everyone in this country knows about the famous tesafilm, the practical tesamoll, and many other products for the home and office. Far fewer know that there are thousands of tesa adhesive solutions for industry. For example, there can be around 130 special adhesive tapes in a car and more than 70 in a smartphone. tesa's products are also frequently found on building facades, in lifts, aeroplanes, and refrigerators. With the new slogan "tesa. Holding the world together", the technology group launched a new brand identity worldwide in line with its new strategic orientation.

Modern and innovative

The interdisciplinary and high-ranking jury of the "German Brand Award" from business, science, consulting, services and agencies praised tesa's convincing success in presenting the full range of products from all industries in a customer-appropriate way on the newly designed website (with more than 40 country versions). In particular also those adhesive solutions that most people would not associate with the tesa brand. A modern, innovative approach to presenting the corporate brand therefore offers the best prerequisites for increasing the positive perception of tesa internationally and improving the user experience.

Modern storytelling and simple user guidance

Large images, small animations, new functionalities and inspiring content in the form of professional storytelling – many things are different on the new website. 50 stories alone, which could previously be read in the web magazine "tesa.insights", have been integrated and encourage users to immerse themselves in the fascinating world of adhesive bonding. With a mega menu and a curated search, users can find which products help solve their individual challenges in two to three clicks. Functional modules, navigation, search, and an appealing visual language were newly developed. The guiding idea "tesa. Holding the world together" is the "common thread" running through the different landing pages for individual segments from the areas of industry and end consumers. Strategically important pillars such as sustainability, innovative capacity, and attractiveness for applicants are brought into much sharper focus on the new website.

In February 2020, tesa put the budget for the corporate branding lead agency out to tender. Germany's leading brand consultancy MetaDesign Berlin won the pitch in a multi-stage process with its balanced concept of transferring the existing tesa design world into a more digitally oriented branding. The technical implementation of the website was carried out in cooperation with the agency Plan A, Hamburg. At tesa, the corporate communications department, headed by Bettina Feldgen, was responsible.