A marine logistics & operations IT company, embraces gradual rebranding to reflect the trust, innovation, and simplicity that define their products & services.
What began as a short collaboration with TRENZ gradually evolved into a full rebranding process. Inspired by the high-quality 3d visualization of their Portable Pilot Units (PPUs)—specialized navigation devices used by maritime pilots to guide vessels safely in and out of ports—TRENZ saw an opportunity to elevate their branding to better match the innovation of their products.
The rebranding to the syniotec brand, launched on September 1st, 2022 in collaboration with Vioki (A branding agency based in Hamburg, now known as vengine), aimed to break into a sector resistant to change by elevating trust, reputation, and recognition.
The solution was a refreshed identity system that balanced boldness with reliability: modern enough to differentiate, yet grounded enough to remain authentic to the construction industry.
Beyond the launch, I was responsible for sustaining and growing the brand, ensuring consistency across all touchpoints while adapting it to support the company’s long-term vision of digitizing Germany’s construction industry.
Keeping what’s known,
refining what’s next
Unlike disruptive overhauls, TRENZ pursued a gradual over longer period of time rebranding. The aim was subtle refinement: modernizing visuals while retaining the familiarity and trust their name carried in the industry. The result was a minimal, clean identity that reflected their core value: solutions that are simple, reliable, and precise. All done within the scope of their original brand.
With SIRIUS+, the system expanded—offering enhanced performance, flexibility, and features tailored to the increasing demands of global pilotage. Together, the two devices established a product family: one rooted in proven reliability, the other pushing forward with innovation and scalability.
Maritime pilots at the forefront
of every branding step
Because TRENZ’s core audience is maritime pilots, trust and tangibility were critical. Marketing needed to live both online and offline: digital channels to reach globally, and physical presence for in-person meetings with pilot associations or during on-field visits.
Company slides, and in particular the SIRIUS Units sales deck, were reworked to align with the refreshed identity. Each slide was designed to communicate strengths with clarity: visuals to capture attention, key facts to build confidence, and structured flow to support conversations with maritime associations or maritime pilots.
Dedicated flyers and product rollups for the SIRIUS line were created for fairs and industry events. These materials weren’t just informational: they were designed to create presence. For maritime pilots, seeing the developer and creator of the products they depend on standing visibly in the room reinforced trust and credibility.
Beyond Visuals
Into Narratives
Facts inform. Stories persuade. One idea, when shaped by the right narrative, can move mountains—or markets.
This was their story.
Now, it’s your turn.
