{"id":4506,"date":"2023-11-27T14:31:50","date_gmt":"2023-11-27T13:31:50","guid":{"rendered":"https:\/\/thebrandproject.com\/?post_type=work&#038;p=4506"},"modified":"2024-02-01T12:10:39","modified_gmt":"2024-02-01T11:10:39","slug":"voestalpine-skape-en-global-og-digital-merkevare","status":"publish","type":"work","link":"https:\/\/thebrandproject.com\/no\/work\/voestalpine-skape-en-global-og-digital-merkevare\/","title":{"rendered":"voestalpine: Transformasjon av en verdensleder"},"content":{"rendered":"\n<section class=\"block post-intro darkbg work    first\">\n\n<div class=\"wrapper grid-12 \">\n    <div class=\"img-wrapper  \">\n        <img loading=\"lazy\" decoding=\"async\" width=\"3860\" height=\"2180\" src=\"https:\/\/thebrandproject.com\/wp-content\/uploads\/zentrak-cover-photo_wordpress.png\" class=\"attachment-full size-full\" alt=\"\" srcset=\"https:\/\/thebrandproject.com\/wp-content\/uploads\/zentrak-cover-photo_wordpress.png 3860w, https:\/\/thebrandproject.com\/wp-content\/uploads\/zentrak-cover-photo_wordpress-720x407.png 720w, https:\/\/thebrandproject.com\/wp-content\/uploads\/zentrak-cover-photo_wordpress-1280x723.png 1280w, https:\/\/thebrandproject.com\/wp-content\/uploads\/zentrak-cover-photo_wordpress-768x434.png 768w, https:\/\/thebrandproject.com\/wp-content\/uploads\/zentrak-cover-photo_wordpress-1536x867.png 1536w, https:\/\/thebrandproject.com\/wp-content\/uploads\/zentrak-cover-photo_wordpress-2048x1157.png 2048w\" sizes=\"auto, (max-width: 3860px) 100vw, 3860px\" \/>                <div class=\"logo\">\n            <img loading=\"lazy\" decoding=\"async\" width=\"2908\" height=\"984\" src=\"https:\/\/thebrandproject.com\/wp-content\/uploads\/zentrak-logo-white-1.png\" class=\"attachment-full size-full\" alt=\"\" srcset=\"https:\/\/thebrandproject.com\/wp-content\/uploads\/zentrak-logo-white-1.png 2908w, https:\/\/thebrandproject.com\/wp-content\/uploads\/zentrak-logo-white-1-720x244.png 720w, https:\/\/thebrandproject.com\/wp-content\/uploads\/zentrak-logo-white-1-1280x433.png 1280w, https:\/\/thebrandproject.com\/wp-content\/uploads\/zentrak-logo-white-1-768x260.png 768w, https:\/\/thebrandproject.com\/wp-content\/uploads\/zentrak-logo-white-1-1536x520.png 1536w, https:\/\/thebrandproject.com\/wp-content\/uploads\/zentrak-logo-white-1-2048x693.png 2048w\" sizes=\"auto, (max-width: 2908px) 100vw, 2908px\" \/>        <\/div>\n             <\/div>\n\n     <div class=\"title fade-me\">\n        Transformasjon av en verdensleder     <\/div>\n\n    <div class=\"excerpt fade-me\">\n        I en globalisert verden st\u00e5r leverand\u00f8rer av tradisjonelle systemer overfor en viktig utfordring: \u00e5 kombinere holdbar hardware med moderne software l\u00f8sninger. voestalpine Railway Systems, en ledende akt\u00f8r i \u00e5 utvikle digitale og intelligente \u00f8kosystemer som integrerer hardware og software, valgte The Brand Project til \u00e5 utvikle en ny merkevare for \u00e5 styrke deres ledende posisjon for fremtidig suksess i et stadig mer digitalisert globalt landskap.     <\/div>\n\n     \n<\/div>\n\n\n\n<style>.svg-animation{position:absolute;bottom:0px;right:0px;z-index:0;width:100%;display:block}.svg-animation.bottom{left:0px;right:auto;bottom:0px;top:auto}.svg-animation.top{right:0px;top:-1px;bottom:auto}.svg-animation .wrapper-noanimate{position:relative;display:block;overflow:hidden;width:100%;background-repeat:repeat-x}.svg-animation .wrapper-noanimate svg{position:absolute;bottom:0px;right:0px}.svg-animation .svg-wrapper{position:relative;display:block;overflow:hidden;width:1440px}.svg-animation .svg-wrapper svg{position:absolute;bottom:0px;-webkit-transition:all 3s ease;transition:all 3s ease;right:0px}.svg-animation.large .svg-wrapper,.svg-animation.large .wrapper-noanimate{height:117px}@media screen and (max-width:47.9375em){.svg-animation.large .svg-wrapper,.svg-animation.large .wrapper-noanimate{height:117px}}.svg-animation.medium .svg-wrapper,.svg-animation.medium .wrapper-noanimate{height:12.5rem}.svg-animation.medium .svg-wrapper svg,.svg-animation.medium .wrapper-noanimate svg{-webkit-transition:all 2s ease;transition:all 2s ease}.svg-animation.small .svg-wrapper,.svg-animation.small .wrapper-noanimate{height:3.5625rem}.svg-animation.small .svg-wrapper svg,.svg-animation.small .wrapper-noanimate svg{-webkit-transition:all 2s ease;transition:all 2s ease}.svg-animation.large .svg-wrapper{height:117px!important}.svg-animation.medium .svg-wrapper{height:200px!important}.svg-animation.small .svg-wrapper{height:48px!important}section.post-intro .wrapper .title{-webkit-box-ordinal-group:2;-ms-flex-order:1;order:1;padding-top:12.5rem;-ms-grid-column:2;-ms-grid-column-span:8;grid-column:2\/10;font-family:avenirbold,sans-serif;font-size:5rem;line-height:5.6875rem;overflow:visible;font-weight:900;margin-bottom:1.25rem}@media screen and (max-width:47.9375em){section.post-intro .wrapper 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.logo{position:absolute;bottom:3.125rem;left:6.25rem;max-width:15rem;max-height:6.25rem;width:auto;height:auto;-webkit-box-shadow:none;box-shadow:none}section.post-intro.work .wrapper .title{padding-top:70vh;-ms-grid-column:3;-ms-grid-column-span:8;grid-column:3\/11;font-family:avenirbold,sans-serif;font-size:5rem;line-height:5.6875rem;overflow:visible;font-weight:900;margin-bottom:1.25rem}@media screen and (max-width:47.9375em){section.post-intro.work .wrapper .title{font-size:2.375rem;line-height:2.6875rem}}section.post-intro.work .wrapper .excerpt{-ms-grid-column:3;-ms-grid-column-span:8;grid-column:3\/11;font-family:avenirreg,sans-serif;font-size:1.5625rem;line-height:2.125rem;font-weight:400;overflow:visible;margin-bottom:1.875rem}@media screen and (max-width:47.9375em){section.post-intro.work .wrapper .excerpt{font-size:1.125rem;line-height:1.5rem}}@media screen and (max-width:63.6875em){section.post-intro .wrapper .title{padding-top:8.75rem;-ms-grid-column:1;-ms-grid-column-span:9;grid-column:1\/10}section.post-intro .wrapper .img-wrapper{-ms-grid-column:1;-ms-grid-column-span:12;grid-column:1\/13}section.post-intro .wrapper .excerpt{-ms-grid-column:1;-ms-grid-column-span:12;grid-column:1\/13;margin-top:0.75rem}section.post-intro.work .wrapper .img-wrapper{height:50vh}section.post-intro.work .wrapper .img-wrapper .logo{bottom:1rem;left:3.75rem}section.post-intro.work .wrapper .title{padding-top:55vh;-ms-grid-column:1;-ms-grid-column-span:10;grid-column:1\/11;font-size:4.125rem;line-height:4.9375rem;margin-bottom:0}section.post-intro.work .wrapper .excerpt{-ms-grid-column:1;-ms-grid-column-span:12;grid-column:1\/13;font-size:1.125rem;line-height:1.8125rem;margin-top:0}}@media screen and (max-width:47.9375em){section.post-intro .wrapper .title{padding-top:6.875rem;-ms-grid-column:1;-ms-grid-column-span:9;grid-column:1\/10;font-size:2.5rem;line-height:2.8125rem;grid-column:1\/13}section.post-intro .wrapper .excerpt{margin-top:0;font-size:1.125rem;line-height:1.75rem}section.post-intro.work .wrapper .img-wrapper{height:70vh}section.post-intro.work .wrapper .img-wrapper .logo{bottom:1rem;left:1.25rem}section.post-intro.work .wrapper .title{padding-top:75vh;-ms-grid-column:1;-ms-grid-column-span:12;grid-column:1\/13;font-size:2.5rem;line-height:2.8125rem;margin-bottom:0}section.post-intro.work .wrapper .excerpt{line-height:1.375rem}}<\/style><\/section>\n\n\n\n\n\n<section class=\"block content   work\" > \n    \n     \n\n   \n   <div class=\"grid-12\">\n\n    <div class=\"wrapper fade-me split \">\n        \n                    <div class=\"title\">\n                            <\/div>\n        \n        <div class=\"content \">\n            <p><em><span class=\"notion-enable-hover\" data-token-index=\"0\">voestalpine Railway Systems er kjent som verdenslederen innen l\u00f8sninger for jernbaneinfrastruktur. Med et utvalg av produkter og tjenester av h\u00f8y kvalitet, med alt fra skinner og tog-teknologi til signalstyring og monitorering \u2013 setter de standarden i bransjen og er st\u00f8rst i verden i denne kategorien.\u00a0<\/span><\/em><\/p>\n                    <\/div>\n\n                    <div class=\"right \">\n                <ul>\n<li>Global markedanalyse<\/li>\n<li>Posisjoneringsstrategi<\/li>\n<li>Peak Performance analyse<\/li>\n<li>Merkearkitektur og portef\u00f8ljestrategi<\/li>\n<li>One Word Equity<\/li>\n<li>Navnevalg og global varemerkest\u00f8tte<\/li>\n<li>Identitetsdesign og designmanual<\/li>\n<li>Global merkevarelansering<\/li>\n<li>Videoskript<\/li>\n<li>Posisjonering og intern lansering<\/li>\n<li>Produksjon av design<\/li>\n<li>P\u00e5g\u00e5ende strategisk r\u00e5dgivning<\/li>\n<\/ul>\n            <\/div>\n        \n            <\/div>\n\n        <\/div>\n<style>.svg-animation{position:absolute;bottom:0px;right:0px;z-index:0;width:100%;display:block}.svg-animation.bottom{left:0px;right:auto;bottom:0px;top:auto}.svg-animation.top{right:0px;top:-1px;bottom:auto}.svg-animation .wrapper-noanimate{position:relative;display:block;overflow:hidden;width:100%;background-repeat:repeat-x}.svg-animation .wrapper-noanimate svg{position:absolute;bottom:0px;right:0px}.svg-animation .svg-wrapper{position:relative;display:block;overflow:hidden;width:1440px}.svg-animation .svg-wrapper svg{position:absolute;bottom:0px;-webkit-transition:all 3s ease;transition:all 3s ease;right:0px}.svg-animation.large .svg-wrapper,.svg-animation.large .wrapper-noanimate{height:117px}@media screen and (max-width:47.9375em){.svg-animation.large .svg-wrapper,.svg-animation.large .wrapper-noanimate{height:117px}}.svg-animation.medium .svg-wrapper,.svg-animation.medium .wrapper-noanimate{height:12.5rem}.svg-animation.medium .svg-wrapper svg,.svg-animation.medium 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screen and (max-width:47.9375em){section.content .wrapper.split .title{font-size:1.5625rem;line-height:2.1875rem}}section.content .wrapper.split .content{overflow:visible;width:60%;float:left;padding-right:30px}section.content .wrapper.split .right{width:38%;float:right}section.content .wrapper.split .right ul{padding-left:35px}section.content .wrapper.split .right ul li{font-family:avenirreg,sans-serif;font-size:1.125rem;line-height:1.5rem;line-height:1.8rem;padding:0.125rem 0;overflow:visible;list-style-type:none}section.content .wrapper.split .right ul li:before{content:\"\";width:20px;height:20px;border:1px solid black;display:block;float:left;margin-right:0.625rem;margin-top:2px;margin-left:-35px}@media screen and (max-width:63.6875em){section.content .wrapper.split .right ul li{letter-spacing:0.9px;line-height:1.5625rem;padding:0.0625rem 0}section.content .wrapper.split .right ul li:before{margin-top:0px}}@media screen and (max-width:47.9375em){section.content .wrapper.split .content{width:100%;margin-bottom:0}section.content .wrapper.split .content.hideleft{display:none}section.content .wrapper.split .right{width:100%}section.content .wrapper.split .right ul{margin-left:0}section.content .wrapper.split .right ul li{padding:0}section.content .wrapper.split .right ul li:before{width:15px;height:15px}section.content .wrapper.split .right.hideright{display:none}}section.content .wrapper.full{-ms-grid-column:1;-ms-grid-column-span:11;grid-column:1\/12}section.content.post .grid-12{border-bottom:1px solid black;margin-bottom:2.5rem}section.content.post .wrapper{font-family:avenirreg,sans-serif;font-size:1.125rem;line-height:1.5rem;-ms-grid-column:2;-ms-grid-column-span:8;grid-column:2\/10;margin-bottom:0}section.content.post .wrapper h5{margin-bottom:0.2em}section.content.post .wrapper .published{font-size:0.875rem;line-height:1.25rem;margin:2.5rem 0 0 0}@media screen and (max-width:63.6875em){section.content.post{border-bottom:none}section.content.post .grid-12{border-bottom:none;margin-bottom:none}section.content.post .wrapper{-ms-grid-column:1;-ms-grid-column-span:12;grid-column:1\/13;border-bottom:1px solid black}}section.content.work .wrapper{-ms-grid-column:3;-ms-grid-column-span:8;grid-column:3\/11}@media screen and (max-width:63.6875em){section.content.work .wrapper{-ms-grid-column:1;-ms-grid-column-span:12;grid-column:1\/13}}<\/style><\/section>\n\n\n\n\n\n<section class=\"block content   work\" > \n    \n     \n\n   \n   <div class=\"grid-12\">\n\n    <div class=\"wrapper fade-me  \">\n        \n        \n        <div class=\"content \">\n            <h5>Digitalt, globalt lederskap<\/h5>\n<p>voestalpine Railway Systems har v\u00e6rt en ledende leverand\u00f8r av jernbaneteknologi i over 100 \u00e5r. Utviklingen av en helhetlig merkevare for \u00e5 \u00a0styrke fremtidens verdiforslag, samt befeste den ledende posisjonen i markedet &#8211; for b\u00e5de software og hardware krevde et klart mandat:<\/p>\n<p><span style=\"text-decoration: underline;\">Etablere et overordnet teknologi merkevare for \u00e5 erstatte dagens trilogi av hardware + software-varemerker som st\u00f8tter og forsterker Railway Systems&#8217; merkevare. I tillegg til \u00e5 str\u00f8mlinjeforme og forenkle eksisterende strukturer for \u00f8kt effektivitet.<br \/>\n<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><em>En enkel oversikt over prosessen:\u00a0<\/em><\/p>\n<h5><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-2591 aligncenter\" src=\"https:\/\/thebrandproject.no\/wp-content\/uploads\/step-by-step-rebranding-infographic-NO.png\" alt=\"\" width=\"2048\" height=\"1061\" srcset=\"https:\/\/thebrandproject.com\/wp-content\/uploads\/step-by-step-rebranding-infographic-NO.png 2048w, https:\/\/thebrandproject.com\/wp-content\/uploads\/step-by-step-rebranding-infographic-NO-720x373.png 720w, https:\/\/thebrandproject.com\/wp-content\/uploads\/step-by-step-rebranding-infographic-NO-1280x663.png 1280w, https:\/\/thebrandproject.com\/wp-content\/uploads\/step-by-step-rebranding-infographic-NO-768x398.png 768w, https:\/\/thebrandproject.com\/wp-content\/uploads\/step-by-step-rebranding-infographic-NO-1536x796.png 1536w\" sizes=\"auto, (max-width: 2048px) 100vw, 2048px\" \/><\/h5>\n                    <\/div>\n\n        \n            <\/div>\n\n        <\/div>\n<\/section>\n\n\n\n\n\n<section class=\"block content   work\" > \n    \n     \n\n   \n   <div class=\"grid-12\">\n\n    <div class=\"wrapper fade-me split \">\n        \n                    <div class=\"title\">\n                            <\/div>\n        \n        <div class=\"content \">\n            <h5>En ny posisjon skal tas<\/h5>\n<p>Den nye merkevaren skal b\u00e5de forandre b\u00e5de den interne kulturen og det eksterne inntrykket av Railway Systems. Markedsanalysen viste et globalt landskap av merker som manglet tydelig differensiering. Det ble avdekket store likhetstrekk i b\u00e5de design, navn og kommunikasjon.<\/p>\n<p>En strategisk posisjon var ledig.<\/p>\n<p>&nbsp;<\/p>\n<h5>Utviklingen av et nytt merkenavn og identitet<\/h5>\n<p>Prosessen med \u00e5 utvikle et nytt merkenavn var basert p\u00e5 en kompleks rammebetingelse: finne et navn som ikke bare representerte lederskap, men ogs\u00e5 bygger videre p\u00e5 lange tradisjoner og eksisterende verdi av merkevaren. Dette omfattende prosjektet krevde en strategisk tiln\u00e6rming til forretningen og grundig forst\u00e5else av markedet, kulturen og produktvertikalene p\u00e5 tvers av alle niv\u00e5er.<\/p>\n<p>Sammen med lederguppen i Wien, \u00d8sterrike, fokuserte vi p\u00e5 \u00e5 identifisere n\u00f8kkelomr\u00e5der for strategisk endring, \u00e5 fremheve merkets peak performances, for \u00e5 definere en arketype og strategisk posisjon som driver b\u00e5de til navngivning og design.<\/p>\n<p>I 2023 er utfordringen med \u00e5 finne et unikt navn stor gitt det enorme antallet p\u00e5 over 500 millioner aktive og anerkjente merker globalt, samt over 250 millioner registrerte .com-domener. Til tross for dette, og med st\u00f8tte fra avanserte verkt\u00f8y som NLMs og dype tekniske analyser, trademarking avsjekk, kombinert med menneskelig kreativitet, landet vi en shortlist med to potensielle navn fra over 650 forslag.<\/p>\n<p>Disse navnene var n\u00f8ye utvalgt og &laquo;on strategy&raquo; med visjonen om \u00e5 skape et fokusert teknologimerke som representerer b\u00e5de menneskets intelligens og kreativitet samt demonstrerer kraften i avansert teknologi. Og n\u00e5r Zen representerer den ultimate tilstanden for den menneskelige bevisstheten, ble det en naturlig del av navnet.<\/p>\n<p>Navnet gjenspeiler ambisjonen om \u00e5 kombinere menneskelige kvaliteter med teknologisk innovasjon p\u00e5 en m\u00e5te som resonnerer med strategien:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone  wp-image-4512\" src=\"https:\/\/thebrandproject.no\/wp-content\/uploads\/zentrak-logo-black-1.svg\" alt=\"\" width=\"400\" height=\"82\" \/><\/p>\n                    <\/div>\n\n                    <div class=\"right \">\n                <p><em>Hva betyr navnet egentlig?<\/em><\/p>\n<ul>\n<li><em><span style=\"text-decoration: underline;\">zentrak<\/span> i seg selv har ingen direkte betydning. Bortsett fra det \u00e5penbare Zen-perspektivet, stammer ordet \u201czentra\u201d fra det tyske ordet &laquo;zentral&raquo;, som betyr &laquo;sentral&raquo; eller &laquo;kjerne&raquo; som igjen skal henvise til systemet som bygges i kjernen av teknologien som tilbys.<\/em><\/li>\n<li><em><span style=\"text-decoration: underline;\">zen<\/span> formidler en f\u00f8lelse av ro og symboliserer merkets menneskelige aspekt. Ved \u00e5 inkludere ordet &laquo;zen&raquo; i merkenavnet signaliseres det tillit, sikkerhet og h\u00f8yest mulig intelligens.\u00a0<\/em><\/li>\n<li><em><span style=\"text-decoration: underline;\">trak<\/span> reflekterer et tydelig fokus p\u00e5 jernbanesystemer.\u00a0trak er med p\u00e5 \u00e5 redusere potensiell tvetydighet som kan v\u00e6re assosiert med det nye merkenavnet.<\/em><\/li>\n<\/ul>\n            <\/div>\n        \n            <\/div>\n\n        <\/div>\n<\/section>\n\n\n\n\n\n<section class=\"block content   work\" > \n    \n     \n\n   \n   <div class=\"grid-12\">\n\n    <div class=\"wrapper fade-me  full\">\n        \n        \n        <div class=\"content \">\n            <div class=\"mt-1 flex justify-start gap-3 empty:hidden\">\n<div class=\"text-xs flex items-center justify-center gap-1 self-center visible\">\n<h5>Design av zentrak<\/h5>\n<p>Zentrak fremst\u00e5r som den intelligente, digitale hjernen i et dynamisk og bevisst jernbane\u00f8kosystem. Navnet kobler sammen alle elementene, tilbyr skalerbarhet, tilgjengelighet, og en f\u00f8lelse av trygghet.<\/p>\n<p>Utformingen av identiteten for et innovativt teknologimerke har fulgt selskapets retningslinjer, samtidig som det har v\u00e6rt rom for \u00e5 utforske nye retninger, og stake ut en ny kurs for merket.<\/p>\n<p>Integreringen av elementer som fart og bruk av det negative rom knyttet til jernbane har v\u00e6rt avgj\u00f8rende i utviklingen av merkeidentiteten, som resulterer i et ikon og en logo som st\u00e5r sterkt p\u00e5 egen h\u00e5nd uten behov for ekstra grafiske elementer.<\/p>\n<p>Designet lever av h\u00f8yteknologisk fokus med klassiske elementer fra voestalpine sin font, egendesignede bilder, og er levert i alle formater, og tatt ut p\u00e5 ulike flater, b\u00e5de digitalt og fysisk.<\/p>\n<\/div>\n<\/div>\n<p>&nbsp;<\/p>\n<h5><em>Core Identity:\u00a0<\/em><\/h5>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-4609\" src=\"https:\/\/thebrandproject.com\/wp-content\/uploads\/Screenshot-2023-11-27-at-14.38.50-1.png\" alt=\"\" width=\"1130\" height=\"1421\" srcset=\"https:\/\/thebrandproject.com\/wp-content\/uploads\/Screenshot-2023-11-27-at-14.38.50-1.png 1130w, https:\/\/thebrandproject.com\/wp-content\/uploads\/Screenshot-2023-11-27-at-14.38.50-1-573x720.png 573w, https:\/\/thebrandproject.com\/wp-content\/uploads\/Screenshot-2023-11-27-at-14.38.50-1-1018x1280.png 1018w, https:\/\/thebrandproject.com\/wp-content\/uploads\/Screenshot-2023-11-27-at-14.38.50-1-768x966.png 768w\" sizes=\"auto, (max-width: 1130px) 100vw, 1130px\" \/><\/p>\n<p>&nbsp;<\/p>\n<p><em>The negative space icon:\u00a0<\/em><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-4605\" src=\"https:\/\/thebrandproject.no\/wp-content\/uploads\/Screenshot-2023-12-05-at-11.32.45.png\" alt=\"\" width=\"1046\" height=\"1420\" srcset=\"https:\/\/thebrandproject.com\/wp-content\/uploads\/Screenshot-2023-12-05-at-11.32.45.png 1046w, https:\/\/thebrandproject.com\/wp-content\/uploads\/Screenshot-2023-12-05-at-11.32.45-530x720.png 530w, https:\/\/thebrandproject.com\/wp-content\/uploads\/Screenshot-2023-12-05-at-11.32.45-943x1280.png 943w, https:\/\/thebrandproject.com\/wp-content\/uploads\/Screenshot-2023-12-05-at-11.32.45-768x1043.png 768w\" sizes=\"auto, (max-width: 1046px) 100vw, 1046px\" \/><\/p>\n<p>&nbsp;<\/p>\n<p><em>Variations:<\/em><\/p>\n<div class=\"mt-1 flex justify-start gap-3 empty:hidden\">\n<div class=\"text-xs flex items-center justify-center gap-1 self-center visible\">\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-medium wp-image-4414\" src=\"https:\/\/thebrandproject.com\/wp-content\/uploads\/zentrak_1-720x574.png\" alt=\"\" width=\"720\" height=\"574\" srcset=\"https:\/\/thebrandproject.com\/wp-content\/uploads\/zentrak_1-720x574.png 720w, https:\/\/thebrandproject.com\/wp-content\/uploads\/zentrak_1-1280x1020.png 1280w, https:\/\/thebrandproject.com\/wp-content\/uploads\/zentrak_1-768x612.png 768w, https:\/\/thebrandproject.com\/wp-content\/uploads\/zentrak_1-1536x1224.png 1536w, https:\/\/thebrandproject.com\/wp-content\/uploads\/zentrak_1.png 1880w\" sizes=\"auto, (max-width: 720px) 100vw, 720px\" \/><\/p>\n<p>&nbsp;<\/p>\n<\/div>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-4607\" src=\"https:\/\/thebrandproject.no\/wp-content\/uploads\/Screenshot-2023-12-05-at-11.29.47.png\" alt=\"\" width=\"2048\" height=\"1154\" srcset=\"https:\/\/thebrandproject.com\/wp-content\/uploads\/Screenshot-2023-12-05-at-11.29.47.png 2048w, https:\/\/thebrandproject.com\/wp-content\/uploads\/Screenshot-2023-12-05-at-11.29.47-720x406.png 720w, https:\/\/thebrandproject.com\/wp-content\/uploads\/Screenshot-2023-12-05-at-11.29.47-1280x721.png 1280w, https:\/\/thebrandproject.com\/wp-content\/uploads\/Screenshot-2023-12-05-at-11.29.47-768x433.png 768w, https:\/\/thebrandproject.com\/wp-content\/uploads\/Screenshot-2023-12-05-at-11.29.47-1536x865.png 1536w\" sizes=\"auto, (max-width: 2048px) 100vw, 2048px\" \/><\/p>\n<p>&nbsp;<\/p>\n<p><em>Application examples, eye catcher exhibition:\u00a0<\/em><\/p>\n<div class=\"text-xs flex items-center justify-center gap-1 self-center visible\">\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-4601\" src=\"https:\/\/thebrandproject.no\/wp-content\/uploads\/Screenshot-2023-12-05-at-11.30.37.png\" alt=\"\" width=\"1899\" height=\"1437\" srcset=\"https:\/\/thebrandproject.com\/wp-content\/uploads\/Screenshot-2023-12-05-at-11.30.37.png 1899w, https:\/\/thebrandproject.com\/wp-content\/uploads\/Screenshot-2023-12-05-at-11.30.37-720x545.png 720w, https:\/\/thebrandproject.com\/wp-content\/uploads\/Screenshot-2023-12-05-at-11.30.37-1280x969.png 1280w, https:\/\/thebrandproject.com\/wp-content\/uploads\/Screenshot-2023-12-05-at-11.30.37-768x581.png 768w, https:\/\/thebrandproject.com\/wp-content\/uploads\/Screenshot-2023-12-05-at-11.30.37-1536x1162.png 1536w\" sizes=\"auto, (max-width: 1899px) 100vw, 1899px\" \/><\/p>\n<\/div>\n<\/div>\n<p>&nbsp;<\/p>\n<p><em>Exhibition version 2:\u00a0<\/em><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-4603\" src=\"https:\/\/thebrandproject.no\/wp-content\/uploads\/Screenshot-2023-12-05-at-11.30.58.png\" alt=\"\" width=\"2048\" height=\"1149\" srcset=\"https:\/\/thebrandproject.com\/wp-content\/uploads\/Screenshot-2023-12-05-at-11.30.58.png 2048w, https:\/\/thebrandproject.com\/wp-content\/uploads\/Screenshot-2023-12-05-at-11.30.58-720x404.png 720w, https:\/\/thebrandproject.com\/wp-content\/uploads\/Screenshot-2023-12-05-at-11.30.58-1280x718.png 1280w, https:\/\/thebrandproject.com\/wp-content\/uploads\/Screenshot-2023-12-05-at-11.30.58-768x431.png 768w, https:\/\/thebrandproject.com\/wp-content\/uploads\/Screenshot-2023-12-05-at-11.30.58-1536x862.png 1536w\" sizes=\"auto, (max-width: 2048px) 100vw, 2048px\" \/><\/p>\n<p>&nbsp;<\/p>\n<p><em>Background exhibition corporate group focus:<\/em><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-4611\" src=\"https:\/\/thebrandproject.no\/wp-content\/uploads\/Screenshot-2023-12-05-at-11.30.09.png\" alt=\"\" width=\"2048\" height=\"1146\" srcset=\"https:\/\/thebrandproject.com\/wp-content\/uploads\/Screenshot-2023-12-05-at-11.30.09.png 2048w, https:\/\/thebrandproject.com\/wp-content\/uploads\/Screenshot-2023-12-05-at-11.30.09-720x403.png 720w, https:\/\/thebrandproject.com\/wp-content\/uploads\/Screenshot-2023-12-05-at-11.30.09-1280x716.png 1280w, https:\/\/thebrandproject.com\/wp-content\/uploads\/Screenshot-2023-12-05-at-11.30.09-768x430.png 768w, https:\/\/thebrandproject.com\/wp-content\/uploads\/Screenshot-2023-12-05-at-11.30.09-1536x859.png 1536w\" sizes=\"auto, (max-width: 2048px) 100vw, 2048px\" \/><\/p>\n<p>&nbsp;<\/p>\n<p>&#8212;<\/p>\n<p>For mer informasjon om prosjektet, ta direkte kontakt med:<br \/>\nRobert Leinders-Krog<strong>,<\/strong> CEO<br \/>\n+47 92880111, robert (a) thebrandproject.com<\/p>\n<p>Mer om voestalpine gruppen: www.voestalpine.com<\/p>\n<p>&nbsp;<\/p>\n                    <\/div>\n\n        \n            <\/div>\n\n        <\/div>\n<\/section>\n\n\n","protected":false},"excerpt":{"rendered":"<p>I en globalisert verden st\u00e5r leverand\u00f8rer av tradisjonelle systemer overfor en viktig utfordring: \u00e5 kombinere holdbar hardware med moderne software l\u00f8sninger. voestalpine Railway Systems, en ledende akt\u00f8r i \u00e5 utvikle digitale og intelligente \u00f8kosystemer som integrerer hardware og software, valgte The Brand Project til \u00e5 utvikle en ny merkevare for \u00e5 styrke deres ledende posisjon for fremtidig suksess i et stadig mer digitalisert globalt landskap.<\/p>\n","protected":false},"featured_media":4411,"template":"","class_list":["post-4506","work","type-work","status-publish","has-post-thumbnail","hentry"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>voestalpine: Transformasjon av en verdensleder | The Brand Project<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/thebrandproject.com\/no\/work\/voestalpine-skape-en-global-og-digital-merkevare\/\" \/>\n<meta property=\"og:locale\" content=\"nb_NO\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"voestalpine: Transformasjon av en verdensleder | The Brand Project\" \/>\n<meta property=\"og:description\" content=\"I en globalisert verden st\u00e5r leverand\u00f8rer av tradisjonelle systemer overfor en viktig 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