Brand and corporate industrial design for Kellenberger

Design language for high-precision machines 

Kellenberger, part of the Hardinge Group based in Elmira in the United States, specializes in the development and production of precision grinding machines. The company is a global leader in the manufacturing of machine tools with locations in North America, Europe and Asia. 

A compelling, overall corporate industrial design language was needed for the next generation of high-precision machines. Using the results of the DNA analysis method, Milani worked with Kellenberger to determine the strategic product positioning. Based on these strategy directions, Milani developed a new corporate industrial design language. The new Kellenberger machines reflect the values of Swissness, precision and premium quality.

Corporate product design applied to key brand touchpoints

In addition to the machines themselves, the new corporate product design was also adopted for key brand touchpoints. Milani created a fresh image style and headed the art direction as well as the supervision of the related image shoots. In addition, Milani developed new brochures and a new trade show presence. The result is an independent overall corporate presence that effectively reflects the Kellenberger brand values and the new generation of high-precision machines.