Brand identity redesign

KBA-NotaSys
Brand strategy and identity redesign

A strategic evolution to strengthen trust, innovation, and leadership

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Areas of expertise

Brand strategy

Visual identity

Art direction and creative work

Design and UX

Marketing and communication

Project management and collaboration

Challenge

KBA-NotaSys, a global leader in high-security printing, saw its market share decrease from 95% to 85% due to the emergence of competitors offering lower-cost solutions. Historically dominant in the sector of banknote printing machinery, the company had never formalized its strategic positioning, leaving it vulnerable in a rapidly changing market, especially with the rise of digital payments. The challenge was to reinvent the brand image and modernize its communication to maintain its leadership while adapting to new market demands.

Idea

To tackle this challenge, a strategic redesign process was launched in close collaboration with leadership and commercial teams to redefine the brand strategy. A new visual and verbal identity was created, clearly expressing the company’s values and evolution. The impactful slogan “Value Beyond Technology” was developed to highlight KBA-NotaSys’s ability to offer more than just technological solutions, incorporating concepts like Total Cost of Ownership for enhanced transparency. An internal brand guide was also created to ensure consistent and aligned communication with this new vision, enabling a uniform implementation at all levels.

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Results

Thanks to this strategic reinvention, KBA-NotaSys successfully repositioned its offering, shifting from a simple equipment provider to a comprehensive solutions provider. This strategic overhaul not only improved the perceived value among clients but also helped the company regain significant market share. By emphasizing a unique proposition focused on security, efficiency, and peace of mind, KBA-NotaSys not only solidified its leadership position but also differentiated itself in a constantly evolving market.