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Company news·08 Nov 2024
Company news
13 Nov 2024
The Mehler Systems Brand Journey: Insights from Nejc Zavrl
FULDA, GERMANY (13.11.2024)
The culmination of 2023 marked a transformative milestone for Mehler Systems, driven by a strategic restructuring and rebranding effort aimed at streamlining the Group’s presence and strengthening its impact across global markets. This move established Mehler Systems as the new umbrella brand encompassing Mehler Protection—a newly integrated entity—alongside the specialised brands UF PRO and Lindnerhof.
In a recent interview, Nejc Zavrl, Group Director of Marketing at Mehler Systems, reflected on the goals, challenges, and outcomes of this strategic realignment, offering insights into the past year’s developments.
Building a Unified Brand Identity for a Stronger Global Presence
Reflecting on the motivations behind the restructuring, Zavrl stated,
“Our aim was to create a cohesive brand identity that would elevate our market position and make us more agile in responding to market demands. Previously, each brand operated independently, which often led to a fragmented image. By uniting our brands under Mehler Systems, we not only strengthened our presence but also improved collaboration and efficiency across the Group.”
The restructuring initiative began with a comprehensive review of the existing brand architecture, market positioning, and potential synergies.
Zavrl elaborated, “We set clear objectives around aligning our brand identity, creating a structured hierarchy, and defining each brand’s role within Mehler Systems. Our vision was to unify our resources to establish a leading presence in ballistic protection, tactical clothing, and carrying systems.”
Establishing Mehler Protection: A Cohesive Approach to Protective Solutions
As part of the rebranding, Mehler Protection was created to integrate several specialised brands—Mehler Vario System, Mehler Law Enforcement, Mehler Engineered Defence, and Mehler Protective System—under one cohesive identity.
This brand consolidation simplified the company’s product portfolio, offering customers a central resource for advanced ballistic and protective solutions across personal and platform protection.
“By bringing together our protection-focused entities into Mehler Protection, we’ve created a consolidated brand that enhances our capacity to deliver comprehensive protective solutions,” Zavrl noted. “This structure enables clients to access a complete range of products through a single identity, making it easier for them to identify and engage with our offerings.”
Streamlined Offerings for a Better Client Experience
With the unified Mehler Systems structure, each brand now plays a distinct role within the Group.
Mehler Protection consolidates companies focused on protective solutions, UF PRO positions itself as a leader in high-end tactical clothing, and Lindnerhof is recognised for modular carrying solutions.
This brand alignment makes navigating the product portfolio simpler for customers, enhancing accessibility and delivering a seamless client experience.
The rebranding included the development of a cohesive visual identity, featuring updated logos, colour schemes, and design elements symbolising innovation, quality, and precision. Zavrl noted, “Our visual identity was designed to communicate our values and reinforce our market presence across all channels.”
Showcasing the New Identity at Milipol 2023
The restructured brand identity debuted at Milipol 2023, a significant trade event for the security industry. Zavrl shared, “Milipol was the perfect venue to introduce our unified brand to a global audience, allowing us to directly engage with our clients and industry stakeholders.”
The rebranding rollout was supported by new websites for Mehler Systems and Mehler Protection, integrating product information and creating a unified digital experience.
“Our objective was to create a seamless experience for our clients,” Zavrl explains. “We emphasised messaging that clearly communicated the benefits of our unified brand—streamlined offerings, a more integrated product portfolio, and an easier customer journey.”
With updates across all social media channels, websites, and marketing materials, the rollout effectively reinforced Mehler Systems’ enhanced visibility and deeper connection with clients and stakeholders.
Recognition and Positive Impact
Since the rebranding, the response from both clients and employees has been remarkably positive. “The unified brand structure not only enhances our visibility but also fosters stronger alignment internally,” Zavrl observed.
“The restructuring has strengthened our Group’s identity, creating a cohesive vision that resonates with employees and clients alike.”
Recognition from industry experts further underscores the success of the rebranding efforts.
Mehler Systems was honoured with prestigious awards for its new visual identity, including the Red Dot Design Award and accolades from the Art Directors Club.
“While our primary focus was achieving our business goals, it’s rewarding to see our efforts acknowledged by design professionals. These awards affirm that our brand structure and identity set new standards in the industry,” Zavrl concluded.
Looking Ahead
As Mehler Systems continues to grow and serve clients worldwide, Zavrl emphasised the Group’s ongoing commitment to delivering world-class protective solutions and fostering long-term client relationships.
Explore the restructured brand’s offerings and experience its streamlined services at mehler-systems.com
Press Release
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