Editorial Design: inMotion

STAHL CraneSystems specialises in the development, production and worldwide distribution of lifting technology and crane components. Headquartered in southern Germany, the company is one of the international market leaders for explosion-protected lifting technology and is one of the most successful suppliers in the crane technology sector. The premium products are sold via a worldwide network of subsidiaries, sales partners and certified crane and system manufacturers on site. 

In intensive and close cooperation between VISUELL and STAHL CraneSystems, the company publishes a customer and partner magazine several times a year for internal and external communication as well as for image cultivation. 

For the relaunch of the magazine, we analyse, rethink and question this means of communication, both the medium as such and the content. After in-depth research and a careful conceptualisation phase, we developed a new magazine: InMotion. Our editorial design is human, approachable and striking. InMotion is no ordinary magazine about the product range of our B2B client. It’s about good stories, about the world of products, about the relationship with the target group. More simply, it’s about a new form of branding. Where are the hoists, the crane systems? Who are the people who work with these products every day? Who are the people who manufacture these products? How does the sophisticated technology of the customised solutions developed by STAHL CraneSystems work? We have defined three chapters: Worldwide, People and Technology. 

We have therefore fundamentally scrutinised the medium of the print magazine. And we’re sticking to it! Quite deliberately. Because it is a precious moment to hold a product in your hands, to feel it, to smell it and to take time for it. 

At all levels, we convey high quality and competent content in keeping with STAHL CraneSystems. This starts with the choice of paper. First impressions count. With paper from the Bauhaus series by Gmund, we attract the attention of the recipient. The subtle refinement of the cover arouses curiosity. The design underlines the new concept: bold pages, bright colours, full-surface images, large quotations and fine-line technical graphics. Whenever and wherever possible, we take our own photographs and place people and technology in an emotional context. Telling stories that are read, that have an impact, is a fine art. We manage to inspire readers and leave a lasting impression by writing articles that are emotional, attractive and captivating, but also technically accurate, precise, comprehensible and rich in detail. Storytelling requires more freedom than classic product communication. 

In STAHL CraneSystems, VISUELL has a client that places its full trust in us and makes short coordination paths possible. And so the new print magazine InMotion is a complete success. It is published in German and English and reaches both national and inter­national partners and customers.