Editorial Design: inMotion

STAHL CraneSystems specialises in the development, production and global distribution of lifting technology and crane components. Headquartered in southern Germany, the company is one of the international market leaders in explosion-proof lifting technology and ranks among the most successful suppliers in the field of crane technology. The premium products are sold locally via a global network of subsidiaries, sales partners and certified crane and plant manufacturers. 

Through intensive and close collaboration between VISUELL and STAHL CraneSystems, the company publishes a customer and partner magazine several times a year for internal and external communication and to enhance its image. 

For the magazine’s relaunch, we analyse, rethink and scrutinise this communication tool, both the medium itself and its content. Following in-depth research and a meticulous conceptual phase, we develop a new magazine: InMotion. Our editorial design is human, approachable and striking. InMotion is no ordinary magazine about our B2B client’s product range. It’s about good stories, about the world of the products, and about the relationship with the target audience. Put simply: It’s about a new form of brand building. Where are the hoists and crane systems located? Who are the people who work with the products every day? Who are the people who manufacture these products? How does the sophisticated technology behind the custom solutions developed by STAHL CraneSystems work? We have defined three sections: Worldwide, People and Technology. 

So we have fundamentally re-examined the print magazine medium. And we’re sticking to it! Quite deliberately. Because holding a product in your hands, feeling it, smelling it and taking the time to do so is a precious moment. 

At every level, we convey high quality and expert content in keeping with STAHL CraneSystems. This starts with the choice of paper. First impressions count. With paper from Gmund’s Bauhaus range, we capture the reader’s attention. The subtle finish of the cover arouses curiosity. The design underscores the new concept: striking pages, vibrant colours, full-page images, large quotes and finely detailed technical graphics. Whenever and wherever possible, we take our own photographs and place people and technology within an emotional context. Telling stories that are read and that make an impact is a fine art. We inspire readers to engage with a cause and leave a lasting impression by writing articles that are emotional, attractive and captivating, yet also technically accurate, precise, understandable and rich in detail. Storytelling requires more creative freedom than traditional product communication. 

In STAHL CraneSystems, VISUELL has a client that places its complete trust in us and enables short decision-making processes. And so the new print magazine InMotion is a resounding success. It is published in German and English and reaches both national and international partners and customers.